Now that brands have woken up to the value of sports, more are shaking up their creative playbooks to stand out on a crowded field.
One recent example is Always Discreet, the Procter & Gamble-owned adult incontinence brand. Ahead of football season kickoff, Always Discreet teamed up with the NFL to shine a light on bladder leaks. Its ad starred real moms of NFL players talking candidly about their experiences to erase the stigma around incontinence, which affects 60% of women ages 45 and older.
The campaign had a few elements that demonstrated a fresh approach to sports partnerships that’s playing out at brands across sectors.
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