Helping Fans Go All Out
PROCTER & GAMBLE
Helping Fans Go All Out
Being a hardcore NFL fan is messy, which led us to a big insight…
Different fans get messy in different ways. From the cheese-stained couches of Green Bay to Buffalo's wing sauce-splattered jerseys, P&G has the products to deal with every game day challenge.
Our “Ready for Anything” campaign visualized fanatics with in-store signage and digital ads activated around the NFL season kickoff, the Super Bowl and the Draft.
The campaign also touted custom P&G bundles to fit fan's specific needs. Because no matter how they celebrate, NFL fans everywhere should be ready for any mess.
We reminded NFL fans that P&G is here for any spill, any stain, any fan.
Results
+20%
incremental display at key retailers
+28%
sales increase in-store and e-comm
#1
most successful P&G sports sponsorship of the past five years