Kids Need Deodorant, But Will They Take It?

My hobby/freelance work took me to the U.S. Army All-American Bowl’s jersey presentation tour yesterday, where Stamford (CT) High School linebacker Khairi Fortt was announced as a member of the high school All-American team (today they go up the road to King School to present Silas Redd with his jersey. Both players will attend Penn State).

So the side-story for me, the one I could bring back to The Big Fat Marketing Blog, had to do with the game’s sponsors.

The sponsor roll-call was read off, but I don’t think any of the high school kids in attendance paid any attention. There was even a table and display of Degree antiperspirant/deodorant/fragrance products set up. And despite some curiosity, it didn’t seem many kids were taking the samples.

Now obviously when Fortt, Redd and all the other players go to San Antonio for the Jan. 9 game, sponsor products will be in the swag bags, and there may be a more attentive marketing audience. But I think when kids hear a live announcement that their schoolmate is going to play in a nationally-televised all-star game, their attention span will keep them from caring about smelling good.