Diapers and football? Pampers joins the inflated advertising crowd for the NFL

When football fans connect to the first games on CBS this Sunday, they can notice that some very young players use additional padding.
A 60 -second inspiring place of pampers has a range of weekends, all comforted or protected by the popular Procter & Gamble layer. And while football viewers can be more used to seeing advertisements boosting beer, financial services or snacks during their sports Sunday, Pampers marketing specialists think there is room for another type of message.
In the past, Pampers has had what Adam Riegle, Vice-President of Brand for baby care products in North America, calls for a “sporadic” relationship with sports programming. In the streaming era, however, “I want to make sure that we present ourselves and are invited in the times when families come together,” he said during a recent interview. “And the NFL is one of those moments.”
With more unique viewers accustomed to the observation of favorites of the frenzy observation when they choose, sports have been turbocharged. Games are one of the rare program formats that still bring the simultaneous audience width that Madison Avenue wants – and therefore more and more advertisers are trying to drop them, even if they have not been known to do it in the past.
Among the advertisers of the NFL Games last year who did not publish advertisements during the previous season, Paypal, VRBO and Scopely, according to ISPOT data, a dial tracker and advertising expenses. The NFL Games shown on Fox, ABC, NBC and CBS captured around $ 6.76 billion in national advertising dollars, according to the company.
Pampers is not the only one trying to court football fans with new video fields. Lowe’s, for example, typed Saquon Barkley, Justin Jefferson, Christian McCaffrey and Dak Prescot to appear in a DS encouraging fans to finish home projects before the arrival of football on Sunday. Comcast attracted the actors Owen Wilson and Vince Vaughn – who has teamed up with the 2005 comedy “Wedding Crashers” – to highlight how the company’s Xfinity cable service serves all the sports that a fan could want.
But Pampers can be part of a multitude of advertisers who are trying to navigate another type of arena. Sports have led the recent “Upfront” market in industry, when American television companies are trying to sell most of their commercial inventory for the next season. Disney, for example, has seen overvoltages in advertising commitments linked to the NFL Games, NBA matches and various female sports. NBC was able to sell its commercial inventory equal to the Super Bowl LX of next year before kick -off.
Like these marketing specialists, Procter & Gamble is interested in the large number of potential customers that he could find the opening weekend of the NFL season. Among the assemblies, says Riegle, are “many parents, young and old”, who will see scenes of babies in the hospital, sleeping in a cradle, playing with a parent and, at the very end, moving a ramp to walk. They will remember six decades of the layer on the market. All this takes place while Stephen. The pampers are “behind each baby”, are informed of viewers, which is created with a tailor -made group of publicis group agencies which includes Saatchi & Saatchi, the advertising agency that helped Tide – another P&G product – crafts of ads attracting attention to recent Super Bowl TV.
The campaign aims to remind the caregivers “that Pampers is the brand of diapers essential for decades, reliable by parents, hospitals and pediatricians”, explains Matt McKay, director of the agency’s creation.
There may be even more important reasons to put an ad that attaches the strings of the heart in front of a wider crowd. Like many American companies, P&G examines the effects of the prices collected by the Trump administration and if they will increase the costs of the introduction of goods necessary for products in the country. If P&G had to transmit prices to consumers, a campaign that makes them feel good in key products cannot hurt. In addition to pampers, P&G also manufactures supermarket staples such as tide. Crest and old spices.
Pampers advertisements will not only do Swaddle TV. The place of 60 seconds will also appear on social networks and via wide-band outlets, families will be invited to share photos of newborns on Instagram or Tiktok to have a chance to win a year of diapers. Lauren and Cameron Hamilton, presented in the popular series “Love is Blind”, will offer social content linked to Pampers efforts and will participate in interviews on behalf of the company.
This one -minute new advertisement will take place for the next three weeks, explains Riegle. But Pampers’ growing interest in sport could last longer. “It is really important to make sure that we are racing our history where our consumers are located,” explains the executive. “I believe that live sports, places like NFL, continue to be a place where consumers are looking.”