Carter’s is offering the “first-ever parent protection plan” to help parents deal with major diaper malfunctions.

Carter’s is offering the “first-ever parent protection plan” to help parents deal with major diaper malfunctions. The kid’s apparel brand is taking a lighthearted approach to its latest marketing campaign aimed at connecting with Millennial parents over something they know all too well: diaper blowouts. From now through April 9, Carter’s will reward the first 2,000 consumers to file a “Blowout Insurance” claim with a $10 gift card to put toward replacement clothes as an “oops adjuster.” The brand’s EVP of Global Marketing explains, “Carter’s understands parents more than anyone and diaper blowouts are one of the most common parenting milestones. With ‘Blowout Insurance,’ we hope to soften the blow and offer our customers an easy and rewarding way to replace their baby’s soiled clothes.” YPulse’s Millennial parenting research shows 89% of Millennial parents like when people (and brands) are honest about how hard it is to parent, and Carter’s joins the list of brands that are successfully marketing to this demographic via playful, realistic campaigns. (Parents, Adweek)