Procter & Gamble launches NFL-focused campaign for Always Discreet pads

Procter & Gamble is set to run a substantial advertising campaign for its Always Discreet incontinence pads, with most commercials airing during NFL games. Melissa Suk, who leads adult incontinence for North America at the company, explained that the league attracts the highest viewership among the brand's core consumers. The initiative includes three "NFL moms"—Elisha Jarrett, Angela Burns and Katie DeJean—who discuss how the pads let them focus on the action without interruption.

Previously, the product was mainly promoted on news and cable channels, but the shift reflects changing audience habits toward live sports. The effort is described as the biggest the brand has undertaken since its introduction. By aligning with football, P&G hopes to join conversations already happening among its target women rather than prompting them to seek out the brand.