Dreft and Actress Molly Sims Celebrate Launch of Dreft’s America’s Messiest Baby Contest

The Dreft Nationwide Contest Invites Families to
Submit Photos of their Favorite Messy Baby Moments for the Chance to Win
Prizes, Including the Cover of Parents Magazine

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.


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.

Contacts

Procter & Gamble Fabric Care
Rotha Penn Brauntz, 513-983-3939
brauntz.rp@pg.com
or
Citizen
Relations (for Dreft)
Annie Russell, 949-809-6776
annie.russell@citizenrelations.com