Prilosec Enlists NFL Players In Heartburn Defense
Procter & Gamble's Prilosec OTC is teaming up with two NFL offensive linemen to focus on the importance of protection when it comes to treating frequent heartburn.
New York Giants All-Pro Offensive Tackle David Diehl and Minnesota Vikings Guard Anthony Herrera are part of the Prilosec OTC "Living Proof" campaign. This is the sixth year that Prilosec has sponsored the NFL.
The campaign from the Cincinnati-based company will feature Diehl and Herrera's stories about the importance of heartburn protection on www.prilosecotc.com, and will be supported by TV and digital ads also featuring the players.
Two 30-second NFL TV spots which break later this week and will run through mid-February. Online media is slated to run through February. Much of the focus is on SBNation.com, which branches into 200+ affiliated sports blogs. Part of the online initiative includes audience-targeting, which covers several sports sites as well, including NFL.com.
Throughout the season, both linemen will share their experiences with heartburn and how managing it has had a positive impact on their game. Herrera says he "anticipates heartburn when hunched over the O-line or when enjoying his favorite spicy foods." According to Diehl, he is affected by heartburn "most of his day and has to adjust his eating habits to compensate."
"The campaign provides an inside look at the NFL's toughest blockers and shows how they are 'living proof' that Prilosec OTC protects them against frequent heartburn so they can provide powerful protection on the field," Sarah Landsman, assistant brand manager for Prilosec OTC, tells Marketing Daily. "Our goal is to help NFL fans understand that Prilosec OTC can provide them 24-hour protection against frequent heartburn just like it does for Diehl and Herrera, so they can perform their best, day in and day out."
Consumers can visit PrilosecOTC.com to get more information about Diehl and Herrera's Prilosec OTC partnership and to take their own 14-day Living Proof challenge.
The non-prescription remedy is no stranger to the NFL. This is the second year the brand is sponsoring the Madden Most Valuable Protectors Award, which honors the best-protecting offensive line in the NFL. John Madden and his panel of experts will be evaluating teams across the league and consumers will be able to vote in December for the o-line that they think deserves to win the Madden MVP Award.
The Prilosec website also features a link to O-Line Confidential on NFL.com, a weekly video series sponsored by Prilosec.