Dale Earnhardt Jr., Nicorette Partner For Multiyear Deal

GlaxoSmithKline brand Nicorette this morning announced a new endorsement deal with Dale Earnhardt Jr., who is going to use his mostly unknown smoker story to try to help launch a new product. Financial terms were not disclosed for the multiyear deal, but endorsement deals with Earnhardt typically cost seven figures annually. Earnhardt is helping launch Nicorette Coated Ice Mint Lozenge, which the brand is debuting today starting off with an appearance on “GMA” with the retired NASCAR driver. Earnhardt says he used to be a cigarette smoker during his driving career but eventually quit.

Nicorette has shot a social/digital content series with Earnhardt as part of the launch that involves him talking about his quitting process and also holding taste tests of the new product, which Nicorette says is its first major innovation in 10 years. Weber Shandwick is the PR and social agency of record for Nicorette and helped set up the deal, while Earnhardt has an internal brand team and also works with Endeavour.