P&G and Antonio Brown 'School' Rite Aid Shoppers

Procter & Gamble is activating its official sponsorship of the National Football League to run a “School of Flair” sweepstakes at Rite Aid.

For the effort, the manufacturer enlisted Pittsburgh Steelers player Antonio Brown to film three videos demonstrating end zone dance moves while holding SKUs from Bounty, Swiffer and Febreze. 

Consumers vote on their favorite “form of flair” from Oct. 22 to Dec. 30 via promotional website schoolofflair.com to enter the sweeps. One grand-prize winner will receive a trip to the 2018 Super Bowl in Minneapolis. Don Jagoda Associates, Melville, NY, administers.

An Oct. 29 circular feature from the drugstore chain — dropping concurrent with P&G’s November brandSaver — plugged the sweeps while offering loyalty cardholders 500 Plenti points (worth $5) with a $20 purchase of Cascade, Febreze, Tide, Bounty, Charmin, Swiffer, Dawn or Puffs. An ad on the promotional website also touted the incentive and linked to an e-commerce page listing eligible products.

A Facebook update from Brown shared by the retailer, and a home page ad on riteaid.com supported.