RICHARD PETTY EXTENDS LONG-TIME RELATIONSHIP WITH GOODY'S®
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Racing legend's new contract brings his association with brand to nearly 25 years.
MEMPHIS, Oct. 15, 2003 – NASCAR racing legend Richard Petty and Goody's® Headache Powders officials today announced that "The King" will continue as the brand's spokesperson through 2005.
Petty and Goody's officials made the announcement at the Goody's manufacturing facility in Memphis following Petty's first-ever tour of the plant.
Petty's relationship with the pain reliever spans nearly 25 years, beginning soon after Goody's, known for providing fast pain relief, became one of the first non-automotive sponsors of NASCAR in 1977. Since then, Petty, in his trademark cowboy hat and dark sunglasses, has been the face of the Goody's brand.
"Richard Petty has been a great partner and representative of Goody's Headache Powders for nearly 25 years, and we are thrilled to continue that relationship," said Darren Singer, vice president of marketing. "Very few brands have been associated with one spokesperson for as long as we've enjoyed our relationship with Richard. Obviously, we found something that worked and stuck with it, just like the millions of folks who use Goody's."
Goody's, sold primarily in the Southeast, has continued to experience growth in the market with Petty as its spokesperson. A.C. Nielsen reports that sales of the analgesic powder in the southern United States have increased 17.1 percent over the past three years (2000 - 2002), which is remarkable, considering the Analgesics category as a whole declined nearly five percent during the same period.
"Our primary market is the Southeast – the hotbed of NASCAR racing – where Richard is considered racing royalty," explained Singer. "But more than that, Richard is a down-to-earth guy who resonates well with the hard-working people we're trying to reach."
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Richard Petty Continues Long-Time Relationship - 2
Sales figures show that Goody's is successfully reaching people in several key southeastern cities, where it holds a strong market share and outsells many of the national brands.
Like many southerners, Petty has used Goody's for years. "I've taken Goody's for a long time because it works and works fast," he said. "I'm really pleased to be able to continue my relationship with the Goody's folks. Just like in racing, when you find a combination that works, you stay with it."
Today Petty also got a look at the work that goes into producing his favorite headache remedy. At the Memphis plant, he traded in his signature cowboy hat for a hair net, a Goody's cap and a personalized lab coat. After touring the plant, which manufactures components for other GlaxoSmithKline Consumer Healthcare brands including Super PoliGrip® and Polident® in addition to the Goody's Headache Powders, Petty joined hundreds of the plant's associates for a traditional Memphis barbecue lunch. The seven-time NASCAR Winston Cup Champion also helped award tickets for the Oct. 18 Sam's Town 250 NASCAR Busch Series race at Memphis Motorsports Park to 50 lucky associates.
Petty's contract with Goody's runs through 2005 with an option for two additional years. He will once again appear in electronic and print advertising, point-of-sale and in-store materials and direct mail pieces.
Goody's Headache Powders is one of more than 30 GlaxoSmithKline Consumer Healthcare brands. GlaxoSmithKline Consumer Healthcare's Memphis facility has produced Goody's Headache Powders since 1995 and employs approximately 350 associates.
GlaxoSmithKline Consumer Healthcare is the world's second largest over-the-counter healthcare products company and also ranks second globally in sales of oral care products. In addition to Goody's, its more than 30 well-known products include medicine cabinet staples such as TUMS®, Aquafresh®, Nicorette®, NicoDerm® CQ, Oxy®, Sensodyne® and Abreva®.
GlaxoSmithKline, one of the world's leading research-based pharmaceutical and healthcare companies, is committed to improving the quality of human life by enabling people to do more, feel better and live longer. For more information, please visit the company's web site at www.gsk.com.