Procter & Gamble has put one of advertising’s quietest categories on one of America’s loudest stages. Always Discreet has teamed with the NFL for a campaign spanning national TV, digital, social content, retailer integrations and experiential activations, built around mothers of NFL players.
The scale of the bet
“Protect the Moment” is the largest media activation the brand has run since its 2014 launch. That matters, because while P&G stablemates such as Tide and Gillette have held long-running league sponsorships, this deal reflects how NFL fandom itself has changed.
The audience logic is blunt and well evidenced. Roughly half of women who use adult incontinence products watch the NFL, making it the most-watched sport among the brand’s core demographic, according to Melissa Suk, vice president for North America adult incontinence at P&G.
Why the creative works
The 30-second hero spot pairs Elisha Jarrett and Katie DeJean, mothers of Chicago Bears player Grady Jarrett and Philadelphia Eagles star Cooper DeJean, with a third woman who experiences a bladder leak while cheering at a game. The ad walks through how the RapidDry core works and draws a direct comparison with Kimberly-Clark’s Poise.Social content adds Angela Burns, mother of New York Giants linebacker Brian Burns, including sequences demonstrating the product science.
Suk framed the strategic shift plainly, saying the aim was to show up where the consumer already is “versus expecting her to find us in conversations that have a lot of stigma attached.”
The category problem being solved
Around 60% of women aged 45 and over experience bladder leaks, per research cited by the brand, yet the topic carries stigma comparable to that around menstrual hygiene, which sister brand Always has spent years confronting through advertising.
The delivery team
The campaign was developed for P&G by the NFL, with Grey on creative, Mktg on talent and partnerships, Futura on social and PGOne’s MSL handling public relations. Spots begin airing in select primetime pre-season games, supported by tailgating and game-day experiences.
The commercial backdrop
This sits inside a wider sports play. P&G expanded its WNBA relationship this year through a multiyear, multi-brand sponsorship covering Mielle, Secret, Olay, Downy and Tampax. Organic sales rose 1% in fiscal 2026 but were flat in the fourth quarter, with the business pushing for greater efficiency from its media investment.
The takeaway for marketers
- Stigma is a distribution problem, not just a messaging one. Buy the environment your buyer already trusts.
- Authentic proxies beat celebrity. Mothers of players carry credibility that a paid ambassador cannot.
- Product demonstration still converts, even in a taboo category.
