“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.
Courtesy of Procter & Gamble
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Always Discreet has teamed with the NFL for a new campaign, per details shared with Marketing Dive. The Procter & Gamble incontinence brand partnered with mothers of NFL players for an effort that spans national TV, digital advertising, social content, retailer integrations and experiential activations.
The “Protect the Moment” campaign represents the biggest media activation the brand has launched since its 2014 debut. While other P&G brands, including Tide and Gillette, have been long-term league sponsors, the Always Discreet partnership acknowledges the changing face of NFL fandom.
The effort seeks to reach what the brand sees as an important audience. Nearly half of female adult incontinence product users watch the NFL, which is the most-watched sport among the brand’s core demographic vice president, North America for adult incontinence at P&G
“We were incredibly intentional in a shift in strategy here to drive normalization through two things: One is making sure that we really show up where [our consumer] is at, versus expecting her to find us in conversations that have a lot of stigma attached. Second, we wanted to make sure we approached it in a very real, authentic and positive way, which is why having the NFL moms be the core of all of our creative content was a must,” Suk said.
A 30-second hero spot features Elisha Jarrett and Katie DeJean, moms of Chicago Bears player Grady Jarrett and Philadelphia Eagles star Cooper DeJean, respectively, as they discuss Always Discreet products with a third woman who has a bladder leak while cheering at a football game. The ad explains how the products’ RapidDry core works and compares it to competitor Poise, a Kimberly-Clark brand.
Ads will air during select primetime NFL games beginning in the pre-season, and the brand will pop up at NFL games offering game-day activations and tailgating experiences. The campaign was developed for P&G by the NFL, with Grey for creative, Mktg for talent and partnerships, Futura for social and PGOne’s MSL for public relations.
Social content features Jarrett, DeJean and Angela Burns, mother of New York Giants linebacker Brian Burns, as they discuss how they don’t let bladder leaks get in the way of cheering for their sons on game day or miss important moments. Burns also appears in content that demonstrates the science behind Always Discreet.
“[Our customer] is so passionate about football and the excitement of game day, but it can pose some real issues if you’re someone that experiences bladder leaks, so we really wanted to look at that tension and how Always Discreet could empower her to have a much better experience,” Suk said of the campaign.
The content reflects the brand’s strategy to connect with its core audience and provide education around a common issue, as 60% of women ages 45 and older experience bladder leaks, per a study cited by the brand. Despite that frequency, the issue has stigmas attached, similar to those around menstrual hygiene that sister brand Always and its competitors have worked to address through advertising.
Outside of its work with the NFL, P&G this year deepened its relationship with the WNBA through a new multiyear sponsorship deal that includes Mielle, Secret, Olay, Downy and Tampax. P&G’s organic sales increased 1% in fiscal year 2026 but were flat in the fourth quarter. While the company has continued to increase media and ad spend, it is working to increase the effectiveness of its spending.
“We maintain full support to the brands, but we can be more selective on the tools, the platforms and therefore, the spend levels that we will apply,” CFO Andre Schulten said on a call discussing the earnings.
Filed Under:Creative,Influencer Marketing,Brand Strategy
