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Procter & Gamble Taps NFL in Bid to Boost New Tide Habit
Brian Steinberg Senior TV EditorProcter & Gamble is throwing what it hopes will be a touchdown pass to the NFL.The consumer-products giant has tapped the football league to push one of its biggest marketing initiatives in years. Sixteen different teams — including the Cincinnati Bengals in P&G’s hometown — will help the company prod the members of 80 million households who watch NFL games to do their laundry in cold water with Tide detergent.“We need partners to help us on this mission,” says Amy Krehbiel, brand vice president for P&G’s North America fabric care operations, in an interview.
