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Gordon Onboard
With Team Tylenol |
Tylenol is backing the launch of its Extra Strength Rapid Release Gels with an “eight-figure investment that includes endorsement deals from seven of NASCAR’s top drivers, season-long advertising buys on race broadcasts on NBC and Fox, and sponsorship of 11 tracks,” according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Team Tylenol, the “marketing platform developed for the launch,” does not have branding on any cars or a league designation, as Goody’s Headache Powder is an official NASCAR sponsor. But drivers Dale Earnhardt Jr., Jeff Gordon, Jimmie Johnson, Dale Jarrett, Kevin Harvick, Matt Kenseth and Elliot Sadler will be featured in Tylenol ads. Earnhardt Jr. and Gordon will also appear on Rapid Release Gels packages during Q3. Beginning next month at Bristol Motor Speedway, “dozens of Tylenol ‘crew members’ will be wearing team uniforms, driving branded golf carts and distributing coupons, pictures, lanyards and possibly samples.” The Team Tylenol platform was developed by Philadelphia-based SFGT and Millsport’s Charlotte motorsports unit (SBJ, 3/7 issue).
