SBD/September 17, 2013/Marketing and Sponsorship

Dollar Shave Club Inks Deals With Four NFL Centers For New Wet Toilet Paper Product

One Wipe Charlies follow in Dollar Shave Club's theme of humorous marketing
Dollar Shave Club (DSC) has signed deals with four NFL centers to promote the company's new flushable wet toilet paper product "in radio spots created in-house," according to Michael McCarthy of AD AGE. DSC CEO & co-Founder Mike Dubin said that the company's new One Wipe Charlies brand has tabbed the Cowboys' Travis Frederick, Vikings' John Sullivan, Bills' Eric Wood and Chargers' Nick Hardwick to "appear in the male-targeted brand's 'Clean Snap' ad campaign." Every time the company "sees a tweet reading #cleansnap, it will donate $1 to the charity of the four centers' choice." Dubin "declined to comment on how much he's paying the players." By working with "only four centers, One Wipe Charlies didn't have to pursue an official deal with the NFL." Dubin said that a league deal "would have been too expensive" (ADAGE.com, 9/16). In N.Y., Claire Atkinson notes the moistened toilet paper sector is just 3% of the $8.7B toilet paper category and "usually aimed at infants and toddlers but the four burly centers are hoping to change that." Dubin: "Most of the centers we approached were game to try this. They are guys not a lot of people are reaching out to" (N.Y. POST, 9/17).
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