Cottonelle introduces the ‘Lap 100 stretch’ for NASCAR
By Michael Smith - Special to the Sporting News NASCAR Wire Service
Tuesday, April 01, 2008
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If Cottonelle has its way, NASCAR will have its own version of the seventh-inning stretch.
Cottonelle, which introduced the slogan “Be kind to your behind” in January, plans to ask fans at NASCAR races this week to stand up for the Lap 100 stretch. Texas Motor Speedway will be the site for Nationwide and Sprint Cup events Saturday and Sunday.
“We’re going to encourage fans to stretch out and give their behinds the comfort it deserves,” said Kelly Stephenson, associate brand manager for Cottonelle. “Hopefully, it will be the start of something new.”
Cottonelle has partnered with Texas Motor Speedway for the stretch, and the track will provide announcements on the P.A. system before and during both Nationwide and Sprint Cup races. Several thousand seat cushions with “Lap 100 stretch” messaging will be distributed to fans at the track.
The speedway also helped Cottonelle produce a commercial exclusively for the Jumbotron video screens at the track, which will show Cottonelle’s cuddly puppy with “Hot Rod,” the track’s ambassador race fan.
Cottonelle’s spend on the promotion is believed to be in the low six figures, according to industry analysts. If the promotion goes well, Cottonelle might look for more “Lap 100 stretch” opportunities at other tracks.
“We’ll see what kind of buzz we generate with this and see if there’s a way to take a more prominent role in the future,” Stephenson said.
Taylor is the agency handling Cottonelle’s public relations and activation around the stretch.
Cottonelle is one of the Kimberly Clark brands that sponsors Brad Coleman’s No. 27 car in the Nationwide Series.
Michael Smith is a reporter with SportsBusiness Journal.
- Mentioned Drivers:
- Brad Coleman
Comments
1 response to "Cottonelle introduces the ‘Lap 100 stretch’ for NASCAR"
Timothy Schultze said:
Apr 1, 2008 at 6:26 PMWell NASCAR already has the lucky dog the top 35 the chase for the sprint cup so whats one more GIMMICK
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