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BC and Goody’s online “Pick A Powder” contest kicks off starring Trace Adkins and Richard Petty
Humorous Collection Of Short Videos Showing Them In Each Other’s World Is At The Heart Of The Campaign Along With A Charity Tie
Issued: June 30, 2010, Parsippany, NJ – Known just as much for their talents as they are for wearing their signature cowboy hats, country music superstar Trace Adkins, and racing legend and NASCAR Hall of Famer Richard Petty, have begun a humorous “rivalry” of one-upmanship about who experiences the toughest pain.
BC Powder and Goody’s Headache Powders, the brands Adkins and Petty represent, are going head-to-head in an online contest with their respective spokespeople leading the charge. The BC and Goody’s “Pick A Powder” campaign plays off the fierce and generational loyalty users have to either Goody’s or BC. Both Adkins and Petty will try to get their fans around the country to pick their team to support: Team Richard for Goody’s and Team Trace for BC on www.pickapowder.com. The man who gets the most fans to join his team will get to see the other “perform” LIVE at the Goody’s 500 in Martinsville, Va. next spring. The campaign also features a charity component with a donation being made to the Wounded Warrior Project on behalf of Adkins and BC, and Victory Junction Camp for seriously ill children on behalf of Petty and Goody’s.
Through the series of spoofs, jabs, challenges and contests, Adkins and Petty boldly take on new experiences in each other’s profession that sometimes work and sometimes don’t. The funny moments have been captured on film and will be posted to www.pickapowder.com. For example, you’ll be able to watch 6-foot-6 Trace get in and try to get out of Richard’s Petty’s car, and you’ll be able to hear Richard sing Karaoke. Fans of either or both men will be brought into the fold to help decide which brand is the favorite among powders users and which one of the two men truly suffers from the toughest pain.
Starting June 30, fans will be able to go to www.pickapowder.com and choose Team Richard or Team Trace. After fans register with a team they can vote daily. Fans and supporters will be able to participate in various contests and win prizes, including an all expense paid VIP trip for four to The Goody’s 500 at Martinsville Speedway (race tickets, air and hotel) for the Team Richard winner, and an all-expense paid VIP trip for four to a Trace Adkins concert stop (concert tickets, air and hotel) in early 2011 (location TBD) for the Team Trace winner. Winners will be announced in early October.
“I want to win and I want my fans to win, so I encourage everyone to join Team Trace,” said Adkins. “I want to see Richard feel some of my pain for a change. He thinks we have it so easy out here on the road, but he has no idea.”
Petty quipped with a rebuttal, “Standing at a mic and singing can’t be as tough as racing around the track or even being a member of a pit crew. I need my fans to win so I can show Trace what real pain is all about. Join Team Richard.”
Although fans will get a glimpse of what it’s like for Adkins and Petty to be in the other’s “hat” through the series of humorous video spoofs, they will also get a chance to support charities that are important to them.
“In working with both men, I can say that the one thing Trace and Richard both agree on is that whether it is tough body pain or the worst headache, powders go to work fast and loyalties to each brand run deep,” said Chris Rich, Vice President, BC and Goody’s Marketing. “That’s why we created this campaign and the website where the rivalry can continue and the fans can get behind their guy and their preferred brand.”
Fans can join the rivalry by picking a team and participating and watching the year-long set of competitions at www.pickapowder.com.
MEDIA NOTE: To see the first of many videos, visit www.pickapowder.com.
For a high resolution video or photography, please contact one of the media contacts on this release.
GlaxoSmithKline Consumer Healthcare is one of the world’s largest over-the-counter consumer healthcare products companies. Its more than 30 well-known brands include the leading smoking cessation products, Nicorette® and NicoDerm®CQ®, and Commit®, as well as many medicine cabinet staples -- alli®, Aquafresh®, Sensodyne®, and TUMS® -- which are trademarks owned by and/or licensed to GlaxoSmithKline Group of Companies.
ABOUT RICHARD PETTY
Known to many simply as “The King,” Richard Petty is the most decorated driver in the history of NASCAR racing, winning a record number 200 races and seven NASCAR Sprint Cup Series championships in his illustrious career. His place was forever sealed in racing history in May 2010 as Petty was a member of the inaugural class inducted into the NASCAR Hall of Fame. Today Petty is as busy as ever mainly overseeing the operation of Richard Petty Motorsports in partnership with the Gillett family. The legend is also involved with the Richard Petty Driving Experience. Away from the track, Petty and his family strongly believe in giving back to the community. The King was instrumental in the development of the Victory Junction Camp, a special camp for chronically ill children, after donating acres of his land that the camp sits on today.
ABOUT TRACE ADKINS
Trace Adkins is one of country music's most versatile and accomplished entertainers. His instantly recognizable baritone has earned 28 charted singles and 14 Top Ten hits, gold, platinum, and multi-platinum albums with total sales surpassing 10 million, membership in the Grand Ole Opry, a number of industry awards, and a secure position in the upper reaches of the modern musical landscape. Since entering the public eye with "Every Light In The House Is On" and "This Ain't No Thinkin' Thing," Trace has proven his ability to score with hits ranging from "Honky Tonk Badonkadonk," a rowdy barroom anthem which became an across-the-board phenomenon, to "All I Ask For Anymore," a moving modern masterpiece that earned Grammy nominations for Best Male Country Performance and Best Country Song. With music as his foundation, Trace has built a truly diversified career, becoming a sought-after guest on talk shows, a popular reality show participant, an accomplished actor, a world-class voiceover narrator and commercial spokesman, and a successful author. He is the official face and voice of BC Headache Powder, which is sponsoring his 2010 concert tour dates. On August 24, Adkins will release COWBOY’S BACK IN TOWN, his new album for Show Dog-Universal Music. The disc’s lead single, “This Ain’t No Love Song” has already become another Top 40 hit and is still climbing the charts. This summer, Trace will team up with fellow superstar Toby Keith for the high-powered American Ride Tour.
ABOUT WOUNDED WARRIOR PROJECT
The mission of the Wounded Warrior Project is to honor and empower wounded warriors. Its purpose is to raise awareness and to enlist the public’s aid for the needs of severely injured service members, to help severely injured men and women aid and assist each other, and to provide unique, direct programs and services to meet their needs. WWP is a national, nonpartisan organization headquartered in Jacksonville, FL. To get involved and learn more, visit www.woundedwarriorproject.org.
GSK Consumer Healthcare
Betsy Helgager Hughes