SBD/January 22, 2013/Marketing and Sponsorship

Goody's Inks Earnhardt Jr. For Multimedia Campaign Alongside Longtime Endorser Petty

Earnhardt (r) and Petty will make personal appearances together for the campaign
Goody's yesterday announced that NASCAR driver Dale Earnhardt Jr. is joining NASCAR team Owner Richard Petty in a new multimedia campaign beginning early this year. Goody's Powder will be the title sponsor for the NASCAR Sprint Cup Series Goody's Fast Relief 500 on Oct. 27 at Martinsville Speedway in Virginia. In addition to a radio, TV and digital campaign, Goody's will bring Earnhardt and Petty together for personal appearances, and the campaign's retail component will include special events, in-store promotions and contests, and sampling of Goody's headache powders via a branded mobile unit (Goody's). ESPN.com's David Newton noted Petty has "represented Goody's" since '77. Earnhardt is being "brought on to help lure in a younger generation." While Earnhardt gets "approached by sponsors on a daily basis," he said that the Goody's offer was "too good to pass up because of the longevity and history Goody's has in the sport." NASCAR is the "only sport in which Goody's has a celebrity spokesperson." Earnhardt said, "You get excited about the opportunity to be around some of the guys that you watched build the sport. This is my chance to watch Richard" (ESPN.com, 1/21). Goody's Brand Dir Joseph Juliano said, "This partnership is unprecedented. It is the first time that these two NASCAR legends have worked together" (FOXSPORTS.com, 1/22).
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