Luvs® Honors the Distinct Voices and Savviness of Experienced Moms Everywhere

  Luvs® Honors the Distinct Voices and Savviness of Experienced Moms
  Everywhere

  In A "First Of Its Kind" Move For The Luvs Brand, The Trusted Name In Baby
   Care Turns To The True Experts - Moms - To Lead Promotional Efforts For
                    Recently Released Online Video Series

Business Wire

CINCINNATI -- December 06, 2012

Luvs baby diapers today officially announced that it has partnered with six
top mom influencers to help lead the marketing efforts for the brand's
recently released "First Kid/Second Kid" online videos, a series of comical
digital spots that compares the evolution of parenting styles from the
overprotective, over-thinking style of parenting your first baby, to the more
relaxed and practical style of parenting baby number 2, 3 and so on.

"Breastfeeding" is one of four "First Kid/Second Kid" online videos, produced
by Luvs diapers brand, ...

"Breastfeeding" is one of four "First Kid/Second Kid" online videos, produced
by Luvs diapers brand, that compares the way many parents were with their
first kid and how things changed with their second child. The entire video
series can be found on Luvs YouTube channel (www.youtube.com/luvsdiapers)

The newest and already most popular video in the lineup, Breastfeeding, takes
a light-hearted, humorous look at how a mom handles the tricky task of
breastfeeding in public - two completely different ways - once as a first-time
mother, and once as a second-time, seasoned pro. With already one million
views to date, the Breastfeeding video has sparked a lot of online chatter
among moms and marketers alike.

Craving an innovative approach aimed at presenting the "First Kid/Second Kid"
spots to parents across the country, Luvs engaged six top mom influencers to
help drive promotional activities in support of the videos:

  * Amy Sprenger (www.snarkymommy.com; @SnarkyMommy)
  * Ann Imig (www.annsrants.com; @AnnsRants)
  * Candy Kirby (www.thelaughingstork.com; @CandyKirby)
  * Kelcey Kintner (www.mamabirddiaries.com; @MamaBirdDiaries)
  * Robin O'Bryant (www.robinschicks.com; @RobinOBryant)
  * Susan McLean (www.divinesecretsofadomesticdiva.com; @NoDomesticDiva)

The group of moms, all of whom are either second or third-time parents
themselves, were brought on board for their humorous tonality and
light-hearted approach to parenting. As part of this program, the ladies have
been tasked with driving various online and offline initiatives in support of
the series as well as sparking organic conversations surrounding the realities
and practicalities of "First Kid/Second Kid" parenting. Through the end of
January 2013, each program participant will also take their turn at
guest-tweeting on the @Luvs Twitter handle, sharing their own humorous
parenting anecdotes with the brand's Twitter community.

"I am thrilled to be partnering with Luvs on this very fun, ground-breaking
initiative," said Ann Imig of Ann's Rants. "I look forward to helping generate
a lot of buzz around Luvs 'First Kid/Second Kid' videos in a innovative,
clever and smart way in collaboration with a dynamic team of funny and real
moms."

"Handing the creative reigns over to those of us already in the online space
is a fantastic example of a brand showing how truly marketing savvy they can
be," said Kelcey Kintner of Mama Bird Diaries. "I immediately related to the
content of the Luvs 'First Kid/Second Kid' videos and knew that I had to be a
part of this program. I am honored to join this group of moms to help promote
these hysterical videos of real-life parenting in action."

"At Luvs we pride ourselves in being the practical solution for experienced
moms alike," said John Brase, Marketing Director of P&G Baby Care. "These six
top mom bloggers we've chosen to help promote our video series are real-life
experienced moms who truly embody what the Luvs brand is all about."

To view the "First Kid/Second Kid" video series in its entirety, please visit
www.youtube.com/luvsdiapers.

About Luvs®

Luvs is a trademark of Procter & Gamble (NYSE: PG) and is one of parents’
favorite U.S. baby diapers and wipes brands. Luvs baby diapers deliver ultra
leakage protection and a money-back guarantee for less cost than the pricey
brands, and offer premium features such as leak barrier leg gathers,
re-fastenable stretch tabs, and a leakguard core. Luvs diapers are available
in sizes newborn to 6 at mass, discount and grocery stores where baby care
products are sold.

For more information on Luvs baby diapers, visit http://www.luvsdiapers.com.

About Procter & Gamble (NYSE:PG)

P&G serves approximately 4.6 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®,
Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®,
Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®,
Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The
P&G community includes operations in approximately 75 countries worldwide.
Please visit http://www.pg.com for the latest news and in-depth information
about P&G and its brands.

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Contact:

Procter & Gamble Baby Care
Tricia Higgins, 513-945-0451
higgins.mp@pg.com
OR
Citizen Paine (for Luvs)
Amanda Teitler, 212-613-4912
amanda.teitler@citizenrelations.com