Pampers bets on the NFL to strengthen family ties in new campaign

During the opening games of the NFL season, CBS viewers were surprised by a unique spot: a 60-second commercial from Pampers. The Procter & Gamble disposable diaper brand delivered an emotional narrative featuring babies in different stages of childhood, highlighting its six decades of market presence.

According to Adam Riegle, Vice-President of Brand at P&G for Baby Care in North America, the initiative aims to bring the brand closer to family bonding moments created by sports. “I want to make sure that we are showing up and being invited into the moments where families are coming together. And the NFL is one of those moments”, he said.

SPORTS STRATEGY AT THE CORE OF COMMUNICATION

Historically, Pampers has had only a sporadic presence in sports programming. However, the growth of on-demand consumption and the power of live events have changed this landscape. With fewer linear content formats drawing large simultaneous audiences, sports have become one of the leading platforms for advertisers seeking reach and impact.

Pampers’ move aligns with a growing group of brands exploring the NFL space. According to iSpot data, last year companies such as PayPal, VRBO and Scopely launched campaigns during the championship. In total, games broadcast across U.S. networks generated around US$ 6.76 billion in advertising revenue.

EMOTIONAL CONNECTION AND BRAND REINFORCEMENT

Created in partnership with Publicis Group — including Saatchi & Saatchi, which has led iconic P&G campaigns in major events — the commercial highlights Pampers’ long-standing proximity to hospitals, pediatricians and families. The proposal reinforces the message that the brand is “behind every baby,” conveying trust and tradition.

Beyond television, the campaign unfolds across social media, encouraging families to share newborn photos on Instagram and TikTok. The initiative also features influencers, including Lauren and Cameron Hamilton, from the program Love is Blind.

A LONG-TERM TREND

P&G’s growing interest in live sports reflects a broader trend in the advertising market, where sports broadcasts, women’s leagues and major championships are leading media investments. For Pampers, the NFL represents a strategic opportunity to strengthen ties with parents and caregivers in a highly engaging space.

“It’s really important to make sure that we are telling our story where our consumers are. I believe that live sports, places like the NFL, continue to be a place where consumers are leaning in”, added Riegle.