Inside All Free Clear's World Cup Strategy With Henkel's Nicole Vigue
Henkel’s All Free Clear is activating its U.S. Soccer sponsorship ahead of the 2026 FIFA World Cup with a “Most Valuable Parents” sweepstakes that shifts the spotlight from professional athletes to families.
“Whether it’s carpooling to practice, packing gameday snacks or washing uniforms, parents of rising soccer stars are usually the ones making it all happen,” Nicole Vigue, Henkel marketing director, told the Path to Purchase Institute. “Many of our consumers are hustling each day to and from practices and games — and they are the real MVPs.”
Parents and guardians of kids playing in organized youth soccer teams can enter the sweeps through Instagram from April 21 to May 21 by sharing a photo or video showing how they support their family. Three grand prize winners receive $5,000 for soccer expenses, plus All products and a soccer ball autographed by former World Cup player Alex Morgan; 25 runners up get the ball and laundry products.
“By recognizing these authentic experiences alongside Alex Morgan, an MVP herself (player and parent), grounding the campaign in the perspective of parents aligns seamlessly with All Free Clear and its role in everyday routines of families around the nation,” Vigue said. “While the upcoming global soccer event will celebrate many goals and wins, this All Free Clear campaign celebrates the unseen effort it takes to get there.”
The sweeps is being promoted across social media and through targeted earned media outreach. The brand’s partnership with Morgan and U.S. Soccer sponsorship is being spotlighted with digital and in-store retail promotions and placements across media touchpoints during the World Cup.
“We set a variety of KPIs across channels such as sweepstakes entries, digital analytics and earned media placements,” Vigue said. “Our ultimate goal is to expand reach to a wide range of audiences to encourage participation and drive brand affinity, so they consider purchasing All Free Clear now or in the near future.”
Vigue said the brand saw an opportunity to meaningfully connect with soccer parents across the country while tapping into a search for better-for-you products across categories by spotlighting that All Free Clear doesn’t include dyes, perfumes, or parabens.
“This campaign is just one piece of our wider vision for All Free Clear and reinforces the importance of deepening connections with key audiences,” Vigue said. “With these connections, we hope to build lasting community relationships to strengthen our presence and position All Free Clear as a trusted and go-to product that consumers can feel good about using for every laundry day.”
