Bum Rush: Cottonelle Hoping Promo Results In Lap 100 Stretch

Cottonelle at this weekend's NASCAR Sprint Cup and Nationwide series races at Texas Motor Speedway (TMS) plans to "ask fans ... to stand up for the Lap 100 stretch," according to Michael Smith of SPORTSBUSINESS JOURNAL. Cottonelle, which in January introduced the slogan "Be kind to your behind," will distribute "several thousand seat cushions with 'Lap 100 stretch' messaging" at TMS. Cottonelle Associate Brand Manager Kelly Stephenson: "We're going to encourage fans to stretch out and give their behinds the comfort it deserves. Hopefully, it will be the start of something new." Smith notes the track assisted Cottonelle in producing an ad "exclusively for the Jumbotron video screens at the track." Industry analysts estimated that Cottonelle's spend on the promotion is "in the low six figures." Taylor is handling Cottonelle's PR and activation around the promotion (SPORTSBUSINESS JOURNAL, 3/31 issue). In Charlotte, David Poole wondered if it is a "good plan to give race fans something they can throw an appreciable distance," and noted if fans "want to stand on Lap 100 they should realize that it comes when the scoreboard shows 99 laps complete" (CHARLOTTE OBSERVER, 4/3).