- Liv by Kotex, a latest day by day period- and pee-protection line from Kimberly-Clark, is declaring May 11 as Mother’s Night upfront of Mother’s Day on May 12, per details shared with Marketing Dive.
- The Target-exclusive brand will give 200 moms $100 each to go out with their friends. For a probability to win, consumers must comment on the @LivbyKotex Mother’s Night post on Instagram, tag two friends and share how they’d spend the evening.
- The effort, which also includes an internet video, was informed by brand research that found one in three moms feel lonelier since becoming a mom and 53% feel less connected to friends.
Liv by Kotex is celebrating Mother’s Day by giving moms a needed reprieve: the sort of night out with friends that’s significantly harder for parents to drag off. A contest for considered one of 200 $100 American Express gift cards will likely be held via the brand’s Instagram page from April 25 through May 8, helping get its social media presence off the bottom.
The latest line from Kotex is aimed toward the roughly 40% of ladies who experience each periods and bladder leaks, in response to research cited by the brand. The introduction of Mother’s Night from the just-launched product gives moms the chance to strengthen bonds and feel more connected, in response to Paige Chapman, senior brand manager for Liv by Kotex.
“Moms give a lot of themselves day-after-day and at times motherhood might be an unpredictable experience. Products available on the market today aren’t made to administer all of moms’ needs in the best way Liv by Kotex is specifically designed to,” Chapman said in a statement.
An online video released in conjunction with the competition follows the mother of a young child dealing with the burdens of parenthood before dressing up and meeting with two friends for food and drinks. A title card notes that “despite almost never being alone, over 69% of moms report feeling lonely.”
The video and press materials carry mentions of “a little pee” and the tagline “Liv. Laugh. Pee.” — the latter a spin of the oft-parodied “Live. Laugh. Love.” mantra. The frank ad copy speaks to how feminine product marketers proceed to normalize the language around menstruation and other realities of ladies’s health.
Personal care and household products Kimberly-Clark this week delivered healthy first quarter sales that beat analysts’ expectations, with volumes up 1% while prices increased 4%. In reference to the outcomes, the corporate said premium personal care products have momentum, Reuters reported.
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