NEW YORK Duracell said it has signed a multi-year marketing and promotional agreement with Nascar to become the "official alkaline battery" of the auto racing circuit.
Duracell will also partner with driver Kevin Harvick and become an associate sponsor of the Richard Childress Racing's No. 29 Team.
The unit of Boston-based Gillette said it will leverage its Nascar deal with an integrated marketing campaign throughout the 2004 season, including TV, print and radio, as well as POP and FSIs, using the Duracell "Trusted everywhere" theme. Duracell spent about $40 million on advertising in 2003, per TNS Media Intelligence/CMR.
Harvick, who will wear Duracell logos on his uniform and on his No. 29 Chevrolet, will appear in a Duracell TV spot, scheduled to break during NBC's coverage of the Daytona 500 on Feb. 15.
The 30-second spot, "Pit Stop," Duracell's seventh in the "Trusted everywhere" campaign, via independent Acme Idea Co., Norwalk, Conn., will show the importance during race day of portable battery-powered devices such as tire pressure gauges, track temperature gauges and tire temperature gauges. The commercial will also show kids using the batteries to race remote controlled cars.
—Brandweek staff report