latest innovations • • loyaltyanddrivingpurchases: building multi-brand focusesonengagingconsumers, campaignthat integrated, afully amplifyitsNFLsponsorshipwith P&G will P&G’s officialNFLproducts totheirhouse. forconsumerstopurchase call-to-action andtake game), butisalsoadirect for whenaplayerscores atouchdown(arguably themostexcitingpartof double-meaningthemenot only tiestotheNFLphrase House” campaign.The of theNationalFootball League(NFL)byintroducing thenew“Take ittothe Procter fall, enteritssecondyearasanofficialsponsor &Gamblewill This enhancement program. reward forengaginginthemulti-brand consumer for thepurchase ofP&Gproducts, asa aswell inspired beoffered incentiveswill byretailers the NFLjustforchoosingP&G brands. NFL- consumers uniqueopportunitiestoengagewith sponsorshipdelivers increased valueby giving The choose multipleP&Gproducts. brands, creating newreasons forconsumersto NFL todraw meaningfulconnectionsbetween leverage fans.P&Gwill football theappealof P&G brands passionate,devoted with181million By farAmerica’s favoritesport, the NFLconnects • a day. encouraging themtobeactiveatleast60minutes obesity andincreasing ofkidsby thewellness fitness campaignfocusedonfightingchildhood through NFL’s Play60,anationalyouthhealthand haveanopportunitytogiveback Consumers will pginnovation.com About P&G’s NFL NFL Sponsorship Sponsorship Campaign: Implementation:

• Participating brands include Old Spice, Gillette, The “Take it to the House” NFL Sponsorship Head & Shoulders, Febreze, Prilosec OTC, Vicks, Campaign will launch August 3 with a media day Tide, Gain, Charmin, Bounty, Cascade, Oral B and featuring former NFL great Jerry Rice. Retailers will Crest. In addition to the multi-brand program, the begin implementing the program in September with individual brands will bring the campaign to life in the start of the NFL season. a variety of ways. Visit www.facebook.com/takeittothehouse • A key campaign element is a Facebook page featuring a photo contest which will encourage consumers to submit photos that capture the essence of NFL Sunday at their house with their “football family.”

• Twelve top sports bloggers will compete against each other in the P&G Blogger Fantasy League, while sharing “Take it to the House” programming and branded messaging throughout the season.

• A “Take it to the House Text-to-Win” mobile program will engage fans by encouraging them to text predictions for the player who will have the longest play from scrimmage each week.

Contacts Anne Westbrook P&G US Operations 513.983.9118 [email protected]

Brian Manning Taylor (PR Agency) 212.714.5711 [email protected]