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Monday, July 02, 2007

Peddling Diapers: P&G Snags Beatles' Anthem From The 'Summer of Love'

CINCINNATI (TDB) -- The Sixties are over now, for sure. And it turns out that money can buy you love.

Today, there is news that Procter & Gamble, the corporate consumer products giant, has locked up rights to use the Beatles song "All You Need Is Love" for a disposable diapers' advertising campaign. The song was released 40 years ago, in 1967, to coincide with the Summer of Love.

Cincinnati's P&G says it is going to use the Beatles tune to market Luvs. It says "the campaign offers a fresh, new approach to keep the brand relevant and top-of-mind with mom as she seeks a diaper that offers premium leakage protection for less cost -- a key differentiator from premium priced diapers."

The Beatles won't be shown in the first 30-second spot, which will have a light rock cover of the tune in the background as a kid frolics with a giant stuffed teddy bear. P&G says it has snared one of the "most familiar songs in music recording history." Sadly, yes it has.

There are celebrations and exhibits at many places this summer about the Summer of Love and the music that was written to promote it. The summer took place during the Vietnam War when the country needed some good vibes.
Now it has come to this. John and George are somewhere in their graves, probably rolling over with Beethoven.

Mark Rolland, a Saatchi & Saatchi advertising exec who worked on the campaign, said:

"The song itself was chosen to help create a stronger connection to the Luvs brand and awareness of its core benefit --- leakage protection for less. The song helps us break through the diaper advertising clutter and simply communicate to moms that Luvs diapers are 'all you need' to keep your baby happy with outstanding leakage protection at a value you can't get with the pricey brands."

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