SBD/June 5, 2014/Marketing and Sponsorship

Breathe Right To Co-Sponsor Belmont Stakes, Give Away Nasal Strips

California Chrome was almost banned from wearing nasal strips for the race
GlaxoSmithKline’s Breathe Right nasal strip brand is “announcing plans to not only be a co-sponsor” of Saturday's Belmont Stakes, but to “hand out at least 50,000 of its nasal strips to adult fans attending the race,” according to Bruce Horovitz of USA TODAY. These are nasal strips “meant to be used by humans” and they are “not the controversial equine nasal strips (made by another company, Flair), to be worn by California Chrome” this weekend. Breathe Right reps will “nudge folks to wear them during the race” and “flood social media with selfies posted from the racetrack.” The interest around nasal strips has been “aided by the fact that the horse came perilously close to being banned from wearing the nasal strips at the Belmont Stakes -- until the New York Racing Association changed its rules.” Breathe Right also will “air TV spots in the 10 largest markets featuring a jockey who wears nasal strips” and will also be “promoting the stunt on Twitter, Facebook and YouTube.” Breathe Right will “set up two booths inside -- and one outside -- the race track, where it will hand out its strips to race-goers.” Since it is a race sponsor, Breathe Right also will “have an ad inside the official race program” (USA TODAY, 6/5).

EVENING THE SNORE: Victor Espinoza, the jockey for California Chrome, appeared on CBS' "The Late Show" last night, and host David Letterman brought up the nasal strip controversy. He asked, "Everybody made a big deal about the nose tape, anything there?” Espinoza replied, “I’m not really a genius with that, but it’s supposed to help them breathe a little.” Letterman: “I’ve used those. Do you ever use those to help you sleep at night?” Espinoza: “No, because I don’t snore at night. I think the ones that snore at night need them.” Letterman: “That’s good advice, thanks” (“Late Show,” CBS, 6/4).
Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug