Wrangler Drafts Earnhardt for Jeans Promo | Adweek Wrangler Drafts Earnhardt for Jeans Promo | Adweek
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Wrangler Drafts Earnhardt for Jeans Promo

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NEW YORK Wrangler has unveiled a promotion dangling a chance to win a trip around a Nascar racetrack with Wrangler pitchman Dale Earnhardt Jr.

Wrangler will tag TV, print and radio ads during the promotion, directing consumers on how they can win.

The Greensboro, N.C.-based apparel company, a unit of VFCorp., spends about $35 million annually on ads. Independent Toth Brand Imaging in Concord, Mass., crafts campaigns for Wrangler with the tagline "Real. Comfortable. Jeans."

Ads are slated to run on ESPN's SportsCenter, the Discovery Channel, Spike TV and other cable channels. Print will appear in magazines such as Rolling Stone.

"This is a great way and a fun way to leverage our relationship with Dale Jr. as a Wrangler spokesman," said Craig Errington, director of advertising, pr and special events for Wrangler mass-market men's brands. "It allows Dale Jr. to represent us in an environment he is comfortable in and really enjoys."

Consumers can enter the sweeps online through Sept. 27. No purchase is necessary. The on-track drive will take place Oct. 26 at Lowe's Motor Speedway in Charlotte, N.C.