Luvs branded emoji offer a dozen ways to say "whoops"

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P&G, Saatchi & Saatchi introduce "Momojis" (mom + emoji) to help parents talk with one hand

Parents looking to express themselves with tiny, illustrated pictures have another outlet: baby-themed (read: poop-centric) emoji from Saatchi & Saatchi New York for Procter & Gamble diaper brand Luvs.

Called "Momojis" (mom + emoji), the new set is reflective of the needs (and wants) of Luvs’ target audience, the "experienced mom" who has more than one child. The collection of about 60 images includes multiple varieties of poop and baby faces in different skin tones, but a corkscrew, a nursing bra, two kinds of pregnancy tests and hemorrhoid cream all make an appearance.

"She's talking about her kids already," said Erin Wendel, creative director at Saatchi & Saatchi. "She spends all of her time on her phone, and it just seemed like a really logical step to give her a way of talking about her children. The regular emoji keyboard doesn't really do conversations about children justice."

When curating the selection, Saatchi solicited suggestions from mothers, who take parenting more seriously than they take themselves, according to Caitlin Reynolds, senior account director at Saatchi & Saatchi. "She's probably texting in one hand with a baby in the other," she added. The agency plans to add new pictures based on feedback from users.

As it is, the set expresses a modern, fun approach to parenting and its inevitable pratfalls, a direction Luvs embraced, according to Wendel. "They were all in on the poop," she said.

As befits a diaper company, "The more poop, the better," added Reynolds.

The app is also an opportunity for Luvs to continue engagement with its popular "First Kid, Second Kid" series of commercials. Clips of the television ads appear as moving GIF images that users can send via text like an emoticon.

Savings-conscious parents of all genders can also use the integrated "Promojis," images that can be sent to contacts and redeemed like coupons for Luvs merchandise. Extreme couponers take note: There’s no limit to the number that a single user can send, but each recipient can only redeem one per quarter.

Custom keyboards with brand-specific images are nothing new, but this offering is more substantial than most. The "Ru-Paul’s Drag Race Keyboard" includes about 20 images, while the "Dove Love Your Curls Emojis" clock in under 30.

"Language is becoming increasingly more visual," Reynolds said, and big companies seem to agree with her, judging from their heavy use of emojis and emoticons. According to one study, 35% of posts by major brands on Instagram use emoji. In September, Twitter began testing monetized custom emoji that appear automatically whenever a user tweets the #ShareaCoke "hashflag." Previously, Twitter had rolled out special custom images for free for big events like the 2014 World Cup or for Star Wars tie-ins.

Wendel and Reynolds do stress that "Momojis" are for all parents to use. No word on whether a "Dadoji" app is in the works, but they said they're up for it.


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