By Barry Janoff
June 12, 2012: In 2009, Procter & Gamble signed a deal with the NFL that made several of its brands official league "locker room" products.
P&G has now added Duracell to the list of brands working in marketing unison with the NFL, joining such siblings as Head & Shoulders, Gillette, Vicks, Old Spice, Dawn, Febreze and Tide, which recently expanded its role by signing to become the only brand besides PepsiCo's Gatorade to have an official product status with each of the league's 32 franchises.
P&G said the new deal would enable Duracell the use of official NFL marks, including Super Bowl XLVII, Pro Bowl, NFL Draft and NFL Playoffs. Financial terms were not disclosed.
The multi-year alliance will come with a marketing campaign featuring San Francisco 49ers all-pro linebacker Patrick Willis in multi-media efforts including retail, digital, social and event-based initiatives.
The activation supports the recent launch of Duracell batteries with "Duralock Power Preserve Technology," which are "guaranteed to stay powered for up to ten years in storage," according to the company.
“With this sponsorship, we’re reaching millions of passionate and dedicated NFL fans that rely on battery power in their everyday lives,” Volker Kuhn, GM for Duracell North America, said in a statement. “As an innovator in the category, we can provide peace of mind for consumers and the NFL.”
P&G is also an official partner of the U.S. Olympic Committee and the International Olympic Committee and currently has several marketing campaigns aiming toward the Summer Olympics in London.
To jump-start the alliance, P&G enlisted Willis in a series of event throughout San Francisco to exemplify the power of Duracell. According to the company, people were asked to use Twitter to request Willis to use his "powerful arms and legs to help complete tasks or errands that require reliability and power. Willis and Duracell took to the streets to fulfill some of those wishes for help with seemingly mundane tasks, from hauling furniture to carrying groceries."
According to Willis, “I am thrilled to be able to work with a brand that prides itself on trust, reliability and power. These are traits that I take pride in and that I admire in a product. I also appreciate that the brand can have a little fun with it. It was exciting to help out the people of San Francisco with their personal ‘power’ needs.”
P&G is also using Facebook to get the alliance up and running. As the 2012 NFL season approaches, Willis is expected to appear in multi-media marketing such as print and Internet ads.
“Patrick is an inspiring athlete and person and we are thrilled to be working with him to bring to life this partnership,” said Kuhn. “When we think about a player that embodies Duracell’s two greatest strengths – power and reliability – there is no one better suited than Patrick. Starting this fall, whether it is in a living room or an NFL stadium on Sunday afternoons, Duracell will provide the trusted battery power needed to enjoy or play the game on and off the field.
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