77Signal
Score
Score
M
Marketing Diveby Chris KellyAugust 10, 2026P&G’s Always Discreet fights incontinence stigma with NFL campaign
P&G's Always Discreet is leveraging a high-profile NFL campaign to challenge the stigma surrounding incontinence, which highlights the importance of addressing sensitive topics in brand strategy. By aligning with relatable figures, such as the mothers of NFL players, the brand aims to foster a more open conversation and enhance its connection with consumers.
↑ RisingcampaignstrategyAlways DiscreetProcter & GambleNfl
Marketing Dive: “Protect the Moment” is the brand’s biggest media campaign activation to date and features three moms of NFL players in ads and social content.
Intelligence PanelSignal score: 77 / 100
Primary Signal
Rising
Signal confirmed across multiple sources — high conviction
Brand Impact
High
Impact score: 75/100 — broad strategic implications for brand positioning
Novelty
Moderate
Novelty: 70/100 — iterative development of an existing theme
Action Priority
Urgent
Respond within 30 days — category leaders already moving
Scoring Rationale
The campaign addresses a significant social issue while leveraging a major platform, making it impactful and relevant for brand strategy professionals, though using sports figures in marketing is a common tactic.
75
Impact
weight 35%
70
Novelty
weight 30%
85
Relevance
weight 35%
Brands Mentioned
AAlways DiscreetPProcter & GambleNNfl
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