CINCINNATI--(BUSINESS WIRE)--
Dreft, the No. 1 baby laundry detergent choice of pediatricians and a trusted name in fabric care for over 80 years, has announced the launch of Dreft’s America’s Messiest Baby Contest. Dreft partnered with model, actress and mother of two Molly Sims to launch its nationwide search for America’s Messiest Baby at the Dreft’s America’s Messiest Baby Play Date at Maman Bakery in New York City yesterday. Sims got messy with the youngest guests in some fun, sensory food play to help encourage parents to embrace the mess and rejoice in the fact that a messy baby is a sign of a happy, well-adjusted one, while letting Dreft tackle the mess.
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Model and actress Molly Sims hosts Dreft's America's Messiest Baby Play Date to help Dreft launch its nationwide search for America's Messiest Baby, Tuesday, Oct. 25, 2016, in New York. Parents can enter the Dreft's America's Messiest Baby Contest for a chance to have their little one featured on the cover of Parent's Magazine by submitting a photo of their favorite messy baby moment at www.parents.com/dreftmessiestbabycontest or posting their photo on Twitter or Instagram using #messiestbabycontest. (Photo by Diane Bondareff/Invision for Dreft)
Almost everyone can agree that babies are messy, but studies show that smashing, throwing and playing with food can actually help babies learn.1 Science has also confirmed that playing in the dirt and mud can actually help calm and relax children – in short making them happier!2 However, in a recent survey3, Dreft found that 87 percent of moms frequently encourage their children to pick activities that are unlikely to get them messy over ones that are, even though 81 percent agree that their child learns more when they make a mess and 89 percent agree that children are happier when they make a mess.
“As a mother of two, and soon to be three, I understand how messy little ones can get, but also how important it is to encourage messy play – whether that be in the highchair with spaghetti or outdoors in the grass,” said Sims. “I’m so excited to partner with Dreft because for many years it’s been my little secret to not stressing about the mess and instead enjoying creating so many special memories with my family. I hope we can encourage more families to do the same!”
“We understand parents worry about the mess kids leave behind. Through this fun contest, we want to remind people that they don’t have to! Dreft Active Baby removes 99% of food and outdoor stains,” said Irene Vanderstelt, brand manager, Dreft. “Seventy-three percent of moms in our survey indicated that their favorite picture of their child is one of their messy moments, so go ahead and brush off those chocolate stains and just embrace the mess while Dreft tackles the rest.”
Parents can enter to win Dreft’s America’s Messiest Baby Contest for a chance to have their little one featured on the cover of Parents magazine by submitting a photo of their favorite messy baby moment at www.parents.com/dreftmessiestbabycontest or posting their photo on Twitter or Instagram using the hashtag #messiestbabycontest. The submission deadline is November 30, 2016.
Last year, Dreft unveiled the life stages product line-up designed for the unique needs of baby at every age. Dreft Newborn laundry detergent helps expecting and new parents gently wash their baby’s clothes. Then as little one starts eating solid foods and getting into more messes Dreft Active Baby detergent helps remove 99 percent of baby food stains and other outdoor messes. Lastly, Dreft Blissfuls scent beads help that amazing Dreft scent last even longer on clothing.
Additional Survey Findings:
- Eighty-five percent (85%) of moms surveyed have avoided giving their child certain foods specifically so they don’t get clothes messy. Fifty-six percent (56%) do it frequently.
- The number one answer when asked “what is the messiest thing your child has ever done?” was food-related messes at 37 percent.
- Seventy-two percent (72%) have felt embarrassed about their child making messes in public.
- Fifty percent (50%) have a specific room in the house where their child is allowed to make a mess.
- Seventy-three percent (73%) say their favorite picture of their child is one of their messy moments.
For more information, visit www.dreft.com or the brand's social media channels on Facebook (https://www.facebook.com/Dreft), Twitter (https://twitter.com/Dreft) and Instagram (https://www.instagram.com/dreft/).
To view images from the Dreft’s America’s Messiest Baby Play Date, please visit: https://invision.dfstudio.com/pub/messenger/home.df?key=732f2a10-9b18-11e6-86aa-22000b3005fd
About Dreft®
As the baby laundry detergent brand most recommended by pediatricians, Dreft is specially formulated to be gentle on baby’s skin and tough on stains. Parents have relied on Dreft for over 80 years to help bring cuddle time to a whole new level of warm and fuzzy. Now Dreft has a product for every stage of babyhood, each specially formulated with growing little ones in mind. From pregnancy through toddlerhood and beyond, Dreft’s family of products has you covered every step of the way on the big, messy, amazing, beautiful journey ahead. Dreft is available at retailers nationwide, in-store and online. For more information and the latest news, please visit www.dreft.com.
About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news.
1 “Highchair philosophers: the impact of seating context-dependent exploration on children’s naming biases,” Lynn K. Perry, Larissa K. Samuelson and Johanna B. Burdinie. Developmental Science, Published online: Dec. 1 2013.
2 “Identification of an immune-responsive mesolimbocortical serotonergic system: Potential role in regulation of emotional behavior,” Lowry CA, et al. Neuroscience. 2007; 146(2):756-772.
3 P&G Data on File. Online survey among 500 U.S. moms of children who ages 6 months to 4 years old conducted by an independent research firm between September and October 2016.
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