Dive Temporary:
- Liv by Kotex, a brand new each day period- and pee-protection line from Kimberly-Clark, is declaring Might 11 as Mom’s Night time upfront of Mom’s Day on Might 12, per particulars shared with Advertising Dive.
- The Goal-exclusive model will give 200 mothers $100 every to exit with their pals. For an opportunity to win, customers should touch upon the @LivbyKotex Mom’s Night time submit on Instagram, tag two pals and share how they’d spend the night.
- The hassle, which additionally consists of a web based video, was knowledgeable by model analysis that discovered one in three mothers really feel lonelier since changing into a mother and 53% really feel much less linked to pals.
Dive Perception:
Liv by Kotex is celebrating Mom’s Day by giving mothers a wanted reprieve: the sort of evening out with pals that’s considerably harder for folks to drag off. A contest for certainly one of 200 $100 American Categorical reward playing cards can be held through the model’s Instagram web page from April 25 via Might 8, serving to get its social media presence off the bottom.
The brand new line from Kotex is aimed on the roughly 40% of ladies who expertise each intervals and bladder leaks, in response to analysis cited by the model. The introduction of Mom’s Night time from the just-launched product offers mothers the chance to strengthen bonds and really feel extra linked, in response to Paige Chapman, senior model supervisor for Liv by Kotex.
“Mothers give a lot of themselves daily and at instances motherhood may be an unpredictable expertise. Merchandise available on the market at this time aren’t made to handle all of mothers’ wants in the best way Liv by Kotex is particularly designed to,” Chapman stated in an announcement.
An internet video launched at the side of the competition follows the mom of a younger baby coping with the burdens of parenthood earlier than dressing up and assembly with two pals for meals and drinks. A title card notes that “regardless of nearly by no means being alone, over 69% of mothers report feeling lonely.”
The video and press supplies carry mentions of “a little bit pee” and the tagline “Liv. Snort. Pee.” — the latter a spin of the oft-parodied “Dwell. Snort. Love.” mantra. The frank advert copy speaks to how female product entrepreneurs proceed to normalize the language round menstruation and different realities of ladies’s well being.
Private care and family merchandise Kimberly-Clark this week delivered wholesome first quarter gross sales that beat analysts’ expectations, with volumes up 1% whereas costs elevated 4%. In reference to the outcomes, the corporate stated premium private care merchandise have momentum, Reuters reported.
