Procter & Gamble recently announced the debut of its new "All You Need is Luvs" marketing campaign. The effort coincides with the introduction of Luvs diapers with a new "Bear Hug Stretch" feature. The Beatles song, "All You Need is Love," will play an important role in the latest advertising execution.

"We are proud of this upbeat new campaign and we hope it gives parents a new reason to try or continue choosing Luvs," said Patrick Kraus, brand manager, Luvs. "In today's world, it can be challenging to provide our families with the best, while also maintaining a budget. We know that new Luvs with Bear Hug Stretch will help families do just that."

Featuring one of the most familiar songs in music recording history, the new execution, created by Saatchi & Saatchi, marks the first time the Luvs brand has taken traditional diaper television advertising to the next level by bundling it with a highly-recognizable song that moms of all ages know and love. This national ad campaign will be brought to life in a big way and is supported by a 20 percent increase in total marketing budget over last year.

The new Luvs Bear Hug Stretch feature and "All You Need is Luvs" tag line will be communicated through national television advertising, direct-to-consumer samples, an Internet marketing campaign, coupons and in-store displays this month. A second television execution featuring new ad creative will launch in February 2008.

The direct mail, Internet marketing and new Bear Hug Stretch product packaging also have another unique attribute -- each features the adorable, diaper-clad children of Procter & Gamble employees. In all, seven different children are featured to bring a fresh, personalized approach to the effort.

The Luvs Bear Hug Stretch feature will first be available in sizes 3 through 6. Smaller sizes, including newborn and sizes 1 and 2, will be introduced in December. More info: www.luvs.com.