Procter & Gamble is running a major NFL-focused advertising campaign for its Always Discreet incontinence pads, betting that televised football is now a prime venue for normalising conversations about bladder leaks among women. The move reflects a broader shift among advertisers, who increasingly see live sports as one of the few remaining ways to reach large, diverse audiences—including women and families, not just the traditionally targeted male viewers—as streaming fragments the audience for scripted television.

The campaign, described by P&G as the largest since the brand's launch, will feature three "NFL moms"—Elisha Jarrett, Angela Burns and Katie DeJean, mothers of players from the Chicago Bears, New York Giants and Philadelphia Eagles respectively—sharing personal stories about using the product to stay focused during their sons' games. Melissa Suk, P&G's vice president of adult incontinence for North America, said the company is following its core consumer "where her passion lies," noting that professional football is the most-watched sport among its target audience. The push follows a similar 2025 NFL campaign for P&G's Pampers brand and marks a shift from Always Discreet's traditional advertising base in news and cable programming.