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P&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.
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.
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.
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