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 popular game day food. The effort repeats Bounty’s focus from last year’s Super Bowl on wings and NFL duos, or wingmen, building on the push by bringing on nearly three 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 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 located 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 as well as Buffalo Bills players Damar Hamlin and Dane Jackson.
The campaign is inspired by the estimated 1.45 billion wings consumed by Americans during last year’s Super Bowl, a record-breaking number, according to 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 will be giving away more than 4,000 wings (and taking care of the subsequent mess) with the help of NFL duos, such as Edelman and Gronkowski. Those who are unable to make the event can receive $4 cash back on a single purchase of Bounty Paper Towel products worth $10 or more by submitting their receipt through Ibotta. The cash back offer is good through Feb. 12.