Always Discreet, the incontinence product brand from Procter & Gamble, has launched its most significant media activation to date, a national campaign in partnership with the National Football League (NFL) titled "Protect the Moment." This strategic collaboration aims to normalize conversations around adult incontinence by featuring the mothers of NFL players, highlighting a demographic that aligns closely with the brand’s core consumer base. The campaign encompasses a wide range of media, including national television commercials, digital advertising, social media content, retail integrations, and experiential activations at NFL games.
The "Protect the Moment" campaign signifies a major strategic shift for Always Discreet, representing its largest media push since its debut in 2014. While other Procter & Gamble (P&G) brands, such as Tide and Gillette, have long-standing sponsorships with the NFL, this partnership specifically addresses the evolving landscape of NFL fandom and the significant presence of women within it. This initiative underscores P&G’s commitment to reaching key consumer segments through relevant and impactful marketing efforts.
Understanding the Target Audience and Campaign Strategy
Melissa Suk, vice president of North America for adult incontinence at P&G, emphasized the deliberate nature of the campaign’s strategy. "We were incredibly intentional in a shift in strategy here to drive normalization through two things," Suk stated. "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."
This approach is rooted in compelling data: nearly half of female adult incontinence product users are NFL viewers. Furthermore, the NFL stands as the most-watched sport among Always Discreet’s core demographic. This confluence of viewership and product usage provided a clear rationale for targeting this specific audience within the context of a highly popular sporting league. The campaign seeks to remove the inherent stigma associated with incontinence by integrating the product into the relatable experiences of passionate football fans.
"Protect the Moment": Creative Execution and Key Figures
The cornerstone of the "Protect the Moment" campaign is a 30-second hero spot that features Elisha Jarrett, mother of Chicago Bears player Grady Jarrett, and Katie DeJean, mother of Philadelphia Eagles star Cooper DeJean. In the advertisement, they are joined by a third woman who experiences a bladder leak while enthusiastically cheering at a football game. The ad then transitions to explain the functionality of Always Discreet’s RapidDry core technology and draws a comparison to a competitor brand, Poise, manufactured by Kimberly-Clark.
This creative choice of featuring NFL player mothers serves multiple purposes. It leverages the emotional connection fans have with the players and, by extension, their families. It also provides a platform for authentic testimonials and relatable scenarios, making the message of managing incontinence more accessible and less clinical. The inclusion of these mothers normalizes the experience of bladder leaks, positioning Always Discreet as a supportive solution that allows women to fully engage in activities they enjoy, such as cheering on their sons and favorite teams.
The campaign’s creative content extends beyond the hero spot. Social media features will include Jarrett, DeJean, and Angela Burns, mother of New York Giants linebacker Brian Burns. These women will share their personal experiences, discussing how they manage bladder leaks without letting them interfere with their game-day routines or prevent them from enjoying crucial moments. Burns will also appear in content that delves into the scientific innovation behind Always Discreet products, further educating consumers about the brand’s efficacy.
Campaign Rollout and Experiential Activations
The "Protect the Moment" campaign is designed for a comprehensive rollout. Advertisements are scheduled to air during select primetime NFL games, beginning with the pre-season schedule. This strategic placement ensures maximum visibility among the target audience. Beyond television and digital advertising, Always Discreet will also establish a physical presence at NFL games. This will include game-day activations and tailgating experiences, offering opportunities for direct consumer engagement and product sampling.
The campaign’s development was a collaborative effort. P&G partnered with the NFL, with Grey leading the creative execution, Mktg handling talent and partnerships, Futura managing social media content, and PGOne’s MSL overseeing public relations. This integrated approach ensures a cohesive and impactful message across all consumer touchpoints.
Addressing Stigma and Broader Market Context
The "Protect the Moment" campaign directly confronts the societal stigma surrounding adult incontinence, an issue that affects a significant portion of the female population. According to data cited by the brand, approximately 60% of women aged 45 and older experience bladder leaks. Despite its prevalence, this condition often carries the same kind of taboos that have historically surrounded menstrual hygiene.
This echoes the efforts of P&G’s sister brand, Always, which has a long history of working to destigmatize menstruation through its advertising and educational initiatives. Brands like Always and Kotex have actively sought to normalize conversations about women’s health and bodily functions, demonstrating a broader trend within the consumer packaged goods industry to address sensitive topics with transparency and empathy.
By positioning Always Discreet within the energetic and communal atmosphere of NFL fandom, the brand aims to foster a similar sense of openness and acceptance around incontinence. Suk elaborated on this goal: "[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."
P&G’s Evolving Marketing Landscape
The partnership with the NFL for Always Discreet is part of a larger strategic push by P&G to enhance the effectiveness of its advertising spend. In fiscal year 2026, P&G reported a 1% increase in organic sales, with flat performance in the fourth quarter. While the company has maintained a consistent increase in its media and advertising expenditures, there is a clear focus on optimizing the return on these investments.
This strategic selectivity is reflected in P&G’s other recent marketing endeavors. For instance, the company has significantly deepened its relationship with the Women’s National Basketball Association (WNBA) through a new multiyear sponsorship deal. This sponsorship involves multiple P&G brands, including Mielle, Secret, Olay, Downy, and Tampax, demonstrating a commitment to supporting women’s sports and engaging with diverse consumer demographics.
During a recent earnings call, P&G CFO Andre Schulten commented on the company’s approach to advertising spend. "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," Schulten stated. This suggests a data-driven approach to marketing, prioritizing initiatives that offer the greatest potential for engagement and impact within specific target markets. The Always Discreet-NFL partnership appears to be a prime example of this refined strategy.
Implications and Future Outlook
The "Protect the Moment" campaign, by leveraging the immense popularity of the NFL and the relatable figures of player mothers, is poised to make a significant impact on how adult incontinence is perceived and discussed. The campaign’s success could set a precedent for other brands looking to address sensitive health issues in mainstream cultural contexts.
By demonstrating that incontinence does not have to be a barrier to enjoying life’s passions, Always Discreet aims to empower a large segment of the female population. The campaign’s multi-faceted approach, combining broad media reach with targeted activations, is designed to foster awareness, educate consumers, and ultimately drive product adoption by normalizing the conversation. The NFL’s broad appeal and deeply engaged fan base provide an ideal platform for achieving these ambitious goals, marking a new chapter in P&G’s approach to marketing essential consumer health products. The long-term implications could include a more open societal dialogue around incontinence, reduced stigma, and increased confidence for individuals managing this common condition.
