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TARRYTOWN, N.Y. — NASCAR star Dale Earnhardt Jr. is teaming up with Goody’s longtime spokesman, racing legend Richard Petty, in a new multimedia campaign to introduce consumers to the fast-dissolving headache remedy.
Prestige Brands Holdings Inc. said late Monday that starting in early 2013, a radio, television and digital campaign featuring the two auto racing luminaries will tell fans "how to be unstoppable" with Goody’s.
Plans call for Goody’s headache powder to be the title sponsor for the Goody’s Fast Relief 500, the Oct. 27 Sprint Cup Series race at Martinsville Speedway in Virginia. Goody’s also will offer samples of the product at racetracks and bring Earnhardt and Petty together for personal appearances.
The campaign, too, will include a significant retail component entailing special events, in-store promotions and contests, and Goody’s samples via a specially branded mobile unit. 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," stated Joseph Juliano, brand director for 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."
Goody’s noted that in 1977 it became the first non-automotive sponsor in NASCAR when it signed Petty as its spokesman, beginning one of the longest-running relationships in sports promotion. The brand said Earnhardt Jr. is set to take that tradition to a new generation of fans.
"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 in a statement. "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 commented. "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."
Goody’s added that Petty was a fan of the fast-acting headache powders well before he became a spokesman for the headache relief brand.
"At every track I go to, people come up to me and tell me a story about using Goody’s," Petty stated. "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."
