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Brian Steinberg
Senior TV Editor
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Courtesy of Always Discreet Football games have long stood as a welcome place for beer commercials. Now Procter & Gamble hopes they will also become a great roost for discussions of an inevitable byproduct of liquid intake: bladder leaks.
The consumer-products giant plans a substantial campaign for its Always Discreet incontinence pads for women that will air largely during NFL games this season. Professional football is “the number one most-watched sport among our target consumers,” says Melissa Suk, vice president of adult incontinence for North America at Procter & Gamble, during a recent interview. “We really created this campaign by following our consumer and where her passion lies. And it’s watching the NFL.”
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