P&G’s Always Discreet fights incontinence stigma with NFL campaign

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  "signal_type": "news",
  "signal_subtype": "partners_with",
  "detected_at": "2026-08-10T13:10:00+00:00",
  "company": {
    "name": "Procter & Gamble",
    "domain": "pg.com"
  },
  "data": {
    "url": "https://www.marketingdive.com/news/how-pgs-always-discreet-normalizes-incontinence-with-nfl-campaign/827309/",
    "title": "P&G’s Always Discreet fights incontinence stigma with NFL campaign",
    "author": "Chris Kelly",
    "excerpt": "“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. 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, according to Melissa Suk, 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...",
    "summary": "Procter & Gamble deepened its relationship with the WNBA through a new multiyear sponsorship deal that includes its brands Mielle, Secret, Olay, Downy and Tampax.",
    "planning": false,
    "image_url": "https://imgproxy.divecdn.com/Y93jKDJY6-mZh5JWdcTUgJV6cMkPzZupZ9lMJ4MD8dM/g:ce/rs:fit:770:435/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9hbHdheXMtbmZsMi5qcGc=.webp",
    "confidence": 0.9,
    "published_at": "2026-08-10T13:10:00Z",
    "article_sentence": "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.",
    "related_company_name": "WNBA",
    "related_company_domain": "wnba.com"
  }
}

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