P&G Targets Live Sports with Biggest Always Discreet Campaign Yet
Procter & Gamble is launching its biggest campaign yet for Always Discreet, an incontinence brand. The effort targets women who manage bladder leaks and features three NFL moms who share their personal stories of using the product to stay present during key game moments.
The 'NFL moms' include Elisha Jarrett, Angela Burns, and Katie DeJean, who are mothers of Chicago Bears defensive tackle Grady Jarrett, New York Giants linebacker Brian Burns, and Philadelphia Eagles defensive back Cooper DeJean, respectively.
According to Melissa Suk, P&G's vice president of adult incontinence for North America, the NFL provides a unique opportunity to reach women where they already spend time. 'The number one most-watched sport among our target consumers,' Suk said.