Procter & Gamble's Duracell has signed a multi-year sponsorship with the National Football League (NFL) as the “Trusted Battery Power of the NFL.” The company has also signed with All-Pro linebacker Patrick Willis, who plays with the San Francisco 49ers.
The move is to promote the new Duracell Duralock Power Preserve batteries, that the company says is
guaranteed to stay powered for up to 10 years in storage.
Willis will play a role in the integrated marketing program, from retail, digital and creative to social and event based initiatives, per the company. The social media side of the campaign started last week, with a Twitter effort in San Francisco where people could tweet using hashtag #PatrickPower to tell how they would Willis to do tasks that require reliability and power. Willis did some of the jobs -- hauling furniture and carrying groceries, for example, and Duracell posted the shots on its facebook page.
P&G, which also puts Tide, Gillette, Head & Shoulders and Vicks against the NFL corporate relationship, says Duracell can use of official NFL marks, including Super Bowl XLVII, Pro Bowl, NFL Draft and NFL Playoffs for the 2012 season.
Said David Palmer, Head of Global Sports Marketing at P&G. “This partnership further extends our reach and integration with the NFL fans and our consumers while driving scale marketing opportunities for P&G.”