P&G, NFL 'take it to the house'

CINCINNATI Procter & Gamble is partnering with the National Football League once again to extend the company's "Official Locker Room Products of the NFL" platform.

Six P&G brands, including Febreze, Gillette, Head & Shoulders, Old Spice, Prilosec OTC and Vicks are featured as top brands in the "Take it to the House" program and will be promoted through an integrated marketing communications plan that includes consumer engagement elements, public relations activities, a social media presence, retail executions and a charity component in support of NFL PLAY 60, which encourages kids to get 60 minutes of exercise a day. Seven other brands across a number of P&G categories also will have rights to retail initiatives.

P&G also has tapped NFL legend Jerry Rice to serve as the national spokesman for the program.

"We are excited to continue our successful sponsorship with the NFL and to work with Jerry Rice, a player known for taking it to the house throughout his career.  Just like NFL's players, our brands are performance-driven and designed to 'Take it to the House' every day," said Kirk Perry, VP P&G U.S. operations and marketing. "P&G's corporate mission is to touch and improve the lives of more people, more completely and this program fulfills that purpose by reaching NFL fans in a way that is relevant and meaningful to them, whether on Facebook or as part of the NFL PLAY 60 partnership."