Kimberly-Clark launched an exclusive Liv by Kotex line of pads and liners at Target with a Mother’s Day campaign.The line is designed to provide protection from periods and bladder leakage. An endcap in the personal care department groups the products by absorbency, from thong liners to overnight ultra thin pads. Signs affixed to the display offer Target Circle members a $5 store gift card with the purchase of three menstrual care SKUs. A feature in Target’s June 2 circular also touted the deal, spotlighting Liv by Kotex and sibling brand U by Kotex alongside Procter & Gamble’s Tampax.K-C promoted the Liv by Kotex launch with a minute-long film that advocated for celebrating Mother’s Night Out the day before Mother’s Day, providing a chance for moms to connect with each other and share some laughs. Consumers could enter a “Mother’s Night” sweepstakes from April 25 to May 5 by following @LivByKotex on Instagram, responding to a post asking how they would celebrate, and tagging two friends. The sweepstakes awarded 200 winners with a $100 American Express gift card."We are proud to launch Liv by Kotex in partnership with Target to help make mom's life a little easier by uniquely managing unpredictable periods and a little pee while helping her feel dry and comfortable,” Paige Chapman, Liv by Kotex senior brand manager, said in a statement. “To help celebrate the launch, we are excited to introduce Mother's Night and our hope is that moms use this time to lean on each other, strengthen bonds and ultimately, feel more connected."Facebook and Instagram posts and influencer marketing supported the campaign.