CINCINNATI, July 10 /PRNewswire/ -- Tony Stewart is teaming with Old Spice, the No. 1 grooming choice of guys, to introduce the 2007 NASCAR Collector Series High Endurance deodorants and body washes -- through a unique "product placement" on his driver's suit in a truly fitting spot -- his armpits. Stewart will debut this one-of-a-kind suit during the NASCAR Busch Series race at Chicagoland Speedway on July 14.
(Photo: http://www.newscom.com/cgi-bin/prnh/20070710/LATU088 )
In a first-of-its-kind twist on the traditionally brand-heavy world of NASCAR, the armpits of Stewart's new suit will introduce the Old Spice NASCAR Collector Series. Stewart's armpit's message will proclaim "Old Spice Collector Series" (from his right armpit) and "In Stores Now!" (from his left armpit), and can be seen by fans and consumers live at the racetrack and on TV in a tongue-in-cheek commercial that debuts on ESPN on July 14, coinciding with the Chicagoland race. The Old Spice commercial features Stewart showcasing his branded armpits in a variety of humorous scenarios ranging from media interviews to power weight lifting.
Available for a limited time starting in July, the Old Spice 2007 NASCAR Collector Series High Endurance deodorants and body washes will come in exclusive packaging featuring three different, collectible NASCAR-themed designs, including one with Tony's likeness. Stewart has been sponsored by Old Spice for the past seven seasons in the NASCAR NEXTEL Cup Series and also drives the No. 33 Old Spice Chevrolet in the NASCAR Busch Series.
"NASCAR drivers like Tony evoke the true essence of endurance, and so it was a natural fit for Old Spice to develop this special limited-edition High Endurance product line," said Old Spice associate marketing director Carl Stealey.
"And, while NASCAR has been a true innovator when it comes to marketing brands and products, we thought Tony's new armpit-branded suit would bring a fun twist to the scene and we hope fans enjoy it as much as we have."
Fans looking to capture the spirit of NASCAR can find the 2007 NASCAR Collector Series High Endurance deodorants and body washes on store shelves along with their other favorite High Endurance products. High Endurance is perfect for the guy looking for no-nonsense, masculine products that he can trust.
In addition to the limited edition product, one lucky fan will have the opportunity to take home Tony's one-of-a-kind driver's suit when it is auctioned off to benefit the Tony Stewart Foundation at the end of the racing season. Fans will also have the opportunity to bid on actual props from the Old Spice NASCAR Collector Series commercial shoot featuring Stewart. For additional information on the NASCAR Collector Series High Endurance line and the upcoming auction, log on to http://www.oldspice.com/.
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About Kevin Harvick Inc.
Kevin Harvick Inc. (KHI) is 70,000 sq. ft. facility located in Kernersville, NC. KHI is home to the No. 33 AES HR Solutions Truck Series team, and the No. 33 Old Spice/Bounty/Roadloans.com and No. 77 Dollar General stores Busch Series teams. In just six short years, KHI has amassed an impressive on-track record. Fielding a car in 114 Busch Series events and a truck in 97 Truck Series events, KHI has earned seven victories including the 2005 and 2006 Daytona 300 Busch Series races. Please visit http://www.kevinharvickinc.com/ for more information.
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