He may have lightning-quick reflexes behind the wheel, but NASCAR driver Carl Edwards has an Achilles heel: allergies that adversely affect his sinuses.
So it makes sense that Claritin scored its first NASCAR sponsorship deal to back Edwards, the perennial star of the Roush Fenway Racing team. Edwards’ car will be the No. 99 Claritin Ford Fusion for two spring races in the new Sprint Cup season. Through the remainder of the season his Office Depot-sponsored racer and his firesuit will carry Claritin branding.
Claritin will give its sponsorship deal a kick with a sweepstakes later this year to give five racing fans a shot at winning a trip around the track with Edwards. Details on registration for the contest will be unveiled on the Claritin Web site in March. The grand prize winner of the sweeps will take home a Ford Mustang.
Edwards debuted as spokesman for Claritin’s “Clear to Drive” campaign in a Super Bowl ad. He will also record a radio spot to warn consumers about the hazards of driving under the influence of anything that may make them drowsy.
One of Schering-Plough’s primary pitch points about Claritin is its non-drowsy attribute. “We’re always looking for ways to get the word out about non-drowsy Claritin,” said Schering-Plough spokeswoman Julie Lux.
“This sponsorship just seemed like a perfect fit.”
That’s particularly true since Schering-Plough is aware of the proclivity of NASCAR fans to follow product tips from the sport’s star drivers and support NASCAR brands, Lux said.
She declined to indicate the cost of the single-season Sprint Cup deal.
Network
