Dive Transient:
- Liv by Kotex, a brand new every day period- and pee-protection line from Kimberly-Clark, is declaring Could 11 as Mom’s Evening upfront of Mom’s Day on Could 12, per particulars shared with Advertising and marketing Dive.
- The Goal-exclusive model will give 200 mothers $100 every to exit with their mates. For an opportunity to win, customers should touch upon the @LivbyKotex Mom’s Evening publish on Instagram, tag two mates and share how they’d spend the night.
- The trouble, which additionally consists of an internet 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 mates.
Dive Perception:
Liv by Kotex is celebrating Mom’s Day by giving mothers a wanted reprieve: the type of night time out with mates that’s considerably tougher for folks to drag off. A contest for one in all 200 $100 American Specific present playing cards might be held by way of the model’s Instagram web page from April 25 by way of Could 8, serving to get its social media presence off the bottom.
The brand new line from Kotex is aimed on the roughly 40% of girls who expertise each durations and bladder leaks, in line with analysis cited by the model. The introduction of Mom’s Evening from the just-launched product provides mothers the chance to strengthen bonds and really feel extra linked, in line with Paige Chapman, senior model supervisor for Liv by Kotex.
“Mothers give a lot of themselves daily and at occasions motherhood could be an unpredictable expertise. Merchandise in the marketplace at present aren’t made to handle all of mothers’ wants in the way in which Liv by Kotex is particularly designed to,” Chapman mentioned in a press release.
A web-based video launched together with the competition follows the mom of a younger baby coping with the burdens of parenthood earlier than dressing up and assembly with two mates 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 “Reside. Snort. Love.” mantra. The frank advert copy speaks to how female product entrepreneurs proceed to normalize the language round menstruation and different realities of girls’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 mentioned premium private care merchandise have momentum, Reuters reported.
