NASCAR legends partner with iconic brand on new multi-media campaign
TARRYTOWN, N.Y.--(BUSINESS WIRE)--Jan. 21, 2013--
Two of the greatest names in auto racing are teaming up to back one of
the sport’s most committed sponsors, Goody’s®, the legendary headache
Dale Earnhardt Jr. and Richard Petty announce their collaboration on a new marketing campaign for Goody's Headache Powders on January 21, 2013, in Charlotte, North Carolina. Goody's has been a part of NASCAR since 1977, helping start the trend of non-automotive sponsors in auto racing. The new Goody's campaign is the first time the two drivers have worked together, linking two of NASCAR's most legendary names. (Photo credit: Prestige Brands, Inc.)
Dale Earnhardt Jr., the most popular driver in NASCAR racing today, is
joining Goody’s longtime spokesman, Richard “The King” Petty, in a new
multi-media campaign that will introduce consumers to the
fast-dissolving headache remedy. Beginning in early 2013, the driving
duo’s radio, television and digital campaign will tell fans how to be
unstoppable with Goody’s.
Goody’s Powder, part of the Prestige Brands portfolio (NYSE:PBH), will
be the title sponsor for the Goody’s Fast Relief 500, the October 27
Sprint Cup Series race at Martinsville Speedway in Virginia. Goody’s
also will continue its longstanding tradition of sampling the product at
racetracks and, to the delight of fans, bring Earnhardt and Petty
together for personal appearances. The campaign will also feature a
significant retail component that will include special events, in-store
promotions and contests, and sampling of Goody’s headache powders via a
specially branded mobile unit. In addition to sampling, the unit, which
will travel to multiple markets throughout the NASCAR season, will also
include interactive games and other activities that highlight the speed
of Goody’s fast-acting products.
“This partnership is unprecedented,” said Joseph Juliano, Brand
Director, Goody’s. “It is the first time that these two NASCAR legends
have worked together. Each of them has a huge fan base, and they are
both synonymous with the sport of auto racing. Goody’s is all about
speed, and nobody personifies the idea of speed better than Richard
Petty and Dale Earnhardt Jr.”
In 1977, Goody’s became the first non-automotive sponsor in NASCAR when
it signed Petty as spokesperson, starting one of the longest-running
relationships in sports promotion. Earnhardt Jr. is poised to take that
tradition to a new generation of fans.
A third-generation NASCAR driver and 2004 Daytona 500 winner, Earnhardt
has won the National Motorsports Press Association Most Popular Driver
Award for the past 10 years in a row. Petty has more NASCAR wins and
championships than any driver in NASCAR history. A Hall of Fame
inductee, Petty won 200 races and finished 712 times in the top 10, and
was nicknamed “The King” after winning the Daytona 500 and the NASCAR
national championship seven times each. A second-generation racer (his
father Lee won the first Daytona 500 in 1959), Petty has high praise for
his new Goody’s partner.
“I am really looking forward to working with Dale Jr. on the new
campaign for Goody’s, which will introduce the product to a whole new
generation,” Petty said. “He is a great driver and a smart businessman,
and nobody is more popular with NASCAR fans.”
“Richard Petty is a role model for me and every other driver in NASCAR,”
Earnhardt said. “I am honored to be working with him and thankful
Goody’s brought us together. I signed on with Goody’s in part because of
their long-term commitment to NASCAR. They helped start the trend of
non-car companies coming into the sport. In my mind, they are synonymous
with NASCAR racing. I am also a big fan of their product because it
works so fast.”
Petty also became a fan of the fast-acting headache powders long before
he became a Goody’s® spokesman, and he’s eager to let others know that
you don’t have to let pain slow you down.
“At every track I go to, people come up to me and tell me a story about
using Goody’s,” Petty said. “At the same time, Goody’s is still
something of a well-kept secret. Dale Jr. and I are going to change
that. There is nobody better to help me spread the word.”
For more information about Goody’s pain relief products, visit www.goodyspowder.com.
About Prestige Brands Holdings, Inc.
The Company markets and distributes brand name over-the-counter and
household products throughout the U.S., Canada, and certain
international markets. Core brands include Chloraseptic® sore throat
treatments, Clear Eyes® eye care products, Compound W® wart treatments,
The Doctor's® NightGuard® dental protector, The Little Remedies® and
PediaCare® lines of pediatric over-the-counter products, Efferdent®
denture care products, Luden's® throat drops and Dramamine® motion
sickness treatment, Debrox® ear wax remover, Beano® digestive aid,
Gaviscon® antacid in Canada, and BC® and Goody’s® headache powders.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130121005878/en/
Source: Prestige Brands Holdings, Inc.
Sarah Ingram, 213-438-8780