At 330 MPH, Brut is the Essence of Winning Masculine Brand Taps Just Marketing to Launch Drag Racing Initiatives INDIANAPOLIS, (January 26, 2005) -- Following an extended hiatus, BrutÂ®, "The Essence of ManÂ®", returns to competitive drag ...
At 330 MPH, Brut is the Essence of Winning
Masculine Brand Taps Just Marketing to Launch Drag Racing Initiatives
INDIANAPOLIS, (January 26, 2005) -- Following an extended hiatus, Brut®, "The Essence of Man®", returns to competitive drag racing. Marketed by Idelle Labs, Ltd., a division of leading personal care company, Helen of Troy, Brut has become the primary sponsor of a Ron Capps-driven nitro Funny Car fielded by perennial championship-contender Don Schumacher Racing.
A pioneer of sports-related marketing in the 1960s and 70s, featuring endorsements by athletic icons including Muhammad Ali and Joe Namath, Brut previously sponsored a nitro Funny Car driven by veteran Al Segrini. Now, the popular men's fragrance and grooming products giant returns with a comprehensive sports marketing strategy keying the sizable, customer-rich environment of motorsports. Indianapolis-based Just Marketing Inc., an industry-leading motorsports marketing agency, will negotiate and implement key elements of Brut's multi-year racing program.
According to Zak Brown, Just Marketing's President and CEO, the fit between Brut's products and drag racing's male audience is strictly hand-in-glove. "NHRA's massive, male-dominated audience is a perfect match for Brut products. It's exciting to reintroduce such a successful, well-established brand."
Popular Ron Capps, a consistent winner in the funny car ranks, has joined Don Schumacher Racing to wheel the Brut-sponsored Dodge Stratus R/T. He adds to what is already the single largest NHRA pro team franchise, fielding entries in the Top Fuel, Funny Car, Pro Stock and Pro Stock Bike categories.
"I'm delighted and thrilled to be a member of the Brut team," said Capps. "A Brut man is a guy who knows his role and confidently delivers every time. That's what this team is about, and I'm ready to do my part to win."
According to Brut Director of Marketing, Marc Broccoli, the sponsorship will provide superior fan accessibility in conjunction with the 23-national event NHRA POWERade Drag Racing Series tour. "We are confident we have selected the right driver and team to represent the Brut brand," said Broccoli. "Equally important, through the marketing vehicle of NHRA drag racing, we have a powerful platform for creating and implementing event-driven promotions with our retailers. Just Marketing's experience and creativity adds to our confidence in our ability to achieve our program goals."
Ron Capps and the Brut Funny Car make their NHRA 2005 NHRA POWERade national event debut at the 45th annual CARQUEST Auto Parts Winternationals, Feb. 10-13 at Pomona Raceway in California. For more on Brut and Brut's racing program, please visit www.brutracing.com.