"Our female target audience is watching the NFL and gathering her family and friends for that football-watching experience," says Scott Beal, brand manager
for the Procter & Gamble brand. "Often when that happens," [in households other than mine], "there's food and there's a crowded room and odors can be there, and that's
not the experience you want to have."
Beal says the line of air and fabric fresheners "reaches our core consumer in a contextually relevant way" through the NFL
sponsorship and, as you might imagine, the numbers back him up. Female viewers constituted 33% of the average game audience last season, according to Nielsen.
Besides the
standard TV campaign, online videos and Facebook page, a customized bus will visit stadiums throughout the season in the Febreze Game Day Freshness tour. Olivia Manning, mother of two NFL
quarterbacks, is its spokeswoman. "I wish I had Febreze when my boys were coming home with their smelly gear," she quips.
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Barry Janoff, meanwhile, reports In NY Sports Journalism that Papa John's has unveiled a multi-media, multi-level strategy to support its rookie season as the official pizza of the NFL.
Read the whole story at New York Times, NY Sports Journalism »