First Kid. Second Kid.

Problem

How can we connect with caretakers beyond price, value, and quality? And, how do we recover from the poorly received ad of the previous year, famously known as "Poop there it is" (Google it)? We needed to uncover why some caretakers would realistically opt for Luvs.

Solution

Through research, we found out that while Luvs isn't the priciest diaper brand, it's the top choice for most second-time moms. So, what other savvy choices do they make?