Procter & Gamble

Chad Brizendine, Brand Manager - North America Baby Care

Saatchi & Saatchi *Lead Agency

Courtney Fagan, Senior Strategist
Matthew Poveromo, Account Executive
Lauren McCrindle, Creative Director
Erin Wendel, Creative Director
Caitlin Reynolds, Senior Account Director
Wanda Pogue, Chief Strategy Officer
Jamie Daigle, Management Supervisor

Carat *Lead Agency

Ilana Levin, Associate Director Communications Planning
Jeanne Hartmann, VP, Group Director, Communications Planning

This is the story of how Luvs, a wildly outspent underdog in the diaper game, reinvented a tired category clich: the side-by-side diaper demo. With an engagingly efficacious video series, called Will It Leak?, Luvs created a doubt-proof, diaper vs. anything challenge that made moms smile and reappraise the brand in equal measures. In the end, Luvs got millions of moms to watch a diaper demo (again and again) and give the brand a try for the very first time.