P&G’s Newest Marketing Campaigns Leverage Tennis and Film

Marketing savvy Procter & Gamble continues to tap into the zeitgeist to showcase (and sell) its home and personal care products. New campaigns are rolling out now for Downy and Secret.

In 2024, Procter & Gamble spent approximately $9.6 billion on advertising, including television, print, radio, digital and in-store efforts, according to reports.

According to officials speaking at a June 4, 2024 Deutsche Bank event, P&G’s advertising ROI in North America has improved by 40% over the past five years.

Downy Rinse & Refresh with Venus Williams

P&G is working with tennis champion and entrepreneur Venus Williams to showcase Downy Rinse & Refresh.

Mike Hartman, senior brand director, North America at Downy, said teaming up with the tennis champion “shines a light on the intense role of sweat in athletic performance, and how Downy Rinse & Refresh is trusted to fight odor.”

According to P&G, one in three households say they suffer from an odor problem when it comes to their laundry, and one out of four consumers rewash at least half of their loads to get rid of stubborn smells.

Williams will help elevate the launch of the new Downy “Rinse It Out’ campaign.” The brand has also partnered with influencers across social platforms and released a new TV spot for the brand.

P&G is also hosting pop-up in New York City on September 4 and 5, giving consumers an opportunity to experience the odor and residue removal benefits of Rinse & Refresh, receive product samples and participate in a “Sweat & Serve” challenge to measure how they match up to Venus Williams’ fastest tennis serve.

Smelling Good In the ‘Afterlife’

Secret is partnering with Warner Bros. Pictures’ “Beetlejuice Beetlejuice” with a new spot where visitors of the “Afterlife Waiting Room” are refreshed with Secret Whole Body Deodorant.

“The Waiting Room is an iconic place where a mixture of quirky characters come to grips with their unexpected journey into the Afterlife, and all that comes with it, including smells. We developed the Secret Whole Body Deodorant collection to provide long-lasting odor protection for women no matter what life – or the Afterlife in this case – throws their way,” said Kate DiCarlo, senior communications director, personal care portfolio, Procter & Gamble.

The “campaign has perfectly captured the wildly imaginative and unabashedly original tone of our film in a way that is truly delightful,” noted Dana Nussbaum, EVP of Worldwide Marketing for Warner Bros. Pictures.

In addition, the Secret brand has integrated its whole body collection into an Beetlejuice “Afterlife Experience” in Los Angeles that will be open through October.