Bounty Paper Towels, a Procter & Gamble brand, is preparing for the NFL playoffs and the Super Bowl with social content featuring football dynamic duos connecting over a plate of wings and illustrating how the household product can clean up the mess from the favored game day food. The effort repeats Bounty’s focus from last yr’s Super Bowl on wings and NFL duos, or wingmen, constructing on the push by bringing on nearly 3 times as many athletes.
To kick things off, the CPG brand released a four-and-a-half minute video on YouTube, titled “Wingman Stories Spill the Sauce,” through a partnership with Team Whistle, a sports and entertainment media company that’s a part of the DAZN Group. The video features Rob Gronkowski and Julian Edelman chowing down on wings as they reminisce about their football careers and clean up using the Bounty towels conveniently situated on the table.
The first video teases an upcoming second episode of “Wingman Stories Spill the Sauce” featuring Ja’Marr Chase and Tee Higgins of the Cincinnati Bengals. Additional exclusive social content will appear throughout January featuring additional duos Philadelphia Eagles players DeVonta Smith and AJ Brown in addition to Buffalo Bills players Damar Hamlin and Dane Jackson.
The campaign is inspired by the estimated 1.45 billion wings consumed by Americans during last yr’s Super Bowl, a record-breaking number, in accordance with the press release. However, wings are known to be messy and Bounty is hoping to be front-of-mind as consumers make their paper towel purchases ahead of Super Bowl LVIII on Feb. 11.
In addition to the series, Bounty is activating in Las Vegas prior to the Super Bowl. Between Feb. 4-10 at Mandalay Bay Convention Center on Radio Row, the brand shall be giving freely greater than 4,000 wings (and taking good care of the following mess) with the assistance of NFL duos, comparable to Edelman and Gronkowski. Those who’re unable to make the event can receive $4 money back on a single purchase of Bounty Paper Towel products price $10 or more by submitting their receipt through Ibotta. The money back offer is sweet through Feb. 12.
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