SBD/September 12, 2012/Marketing and Sponsorship

Cowboys To Market "Jerry Wipes" After Jones' Son-In-Law Shown Cleaning Lenses On TV

Cowboys will offer "Jerry Wipes," named for team owner having his glasses cleaned on TV
Shy Anderson, the son-in-law of Cowboys Owner Jerry Jones, has “designed and ordered some custom eyeglass cleaning cloths with the words ‘Jerry Wipes’ printed on them” after he was shown on NBC's telecast of the season-opening Cowboys-Giants game last Wednesday wiping Jones' glasses, according to Alan Peppard of the DALLAS MORNING NEWS. The new product will “soon be offered in the Cowboys’ online store.” Anderson said the wipes “can also be used for spontaneous shoe shining, if necessary.” Asked if he was serious about the venture, Anderson said, “Absolutely. It started out as a joke, but let’s see how far we can take it” (DALLASNEWS.com, 9/10). In DC, Cindy Boren wrote, "How’s this for a marketing slogan: 'Because you don’t have anyone to clean your glasses for you ... Jerry Wipes'" (WASHINGTONPOST.com, 9/11). SportsNet N.Y.’s Sal Licata said Jones “is a genius” because he is “capitalizing on the publicity" from the incident. Licata: "You too can wipe your glasses like the Cowboys owner with ‘Jerry Wipes,’ coming soon to Cowboys online shop.” SNY’s Adam Schein: “Sometimes it’s okay for Jerry to ask himself, ‘What would John Mara do?’” (“Loud Mouths,” SNY, 9/11).
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