Dive Brief:

• Liv by Kotex, a new daily period- and pee-protection line from Kimberly-Clark, is declaring May 11 as Mother’s Night in advance 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 chance to win, consumers must comment on the @LivbyKotex Mother’s Night post on Instagram, tag two friends and share how they would spend the evening.
• The effort, which also includes an online 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.

Dive Insight:

Liv by Kotex is celebrating Mother’s Day by giving moms a needed reprieve: the kind of night out with friends that is significantly more difficult for parents to pull off. A contest for one of 200 $100 American Express gift cards will be held via the brand’s Instagram page from April 25 through May 8, helping get its social media presence off the ground.

The new line from Kotex is aimed at the roughly 40% of women who experience both periods and bladder leaks, according to research cited by the brand. The introduction of Mother’s Night from the just-launched product  gives moms the opportunity to strengthen bonds and feel more connected, according to Paige Chapman, senior brand manager for Liv by Kotex.

“Moms give so much of themselves every day and at times motherhood can be an unpredictable experience. Products on the market today aren’t made to manage all of moms’ needs in the way Liv by Kotex is specifically designed to," Chapman said in a statement.

An online video released in conjunction with the contest 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 continue to normalize the language around menstruation and other realities of women’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 results, the company said premium personal care products have momentum, Reuters reported.