Supplier News Breaks Archives
Arrid Extra Dry makes pitch with Yankees relief ace
September 28th, 2011
PRINCETON, N.J. – With the Major League Baseball playoffs set to start, Church & Dwight Co. has begun airing television commercials for Arrid Extra Dry antiperspirant deodorant that feature New York Yankees relief pitcher Mariano Rivera.
Reflecting the brand's "keep cool in any situation" slogan, the TV spot shows the five-time World Champion relief pitcher on the field illustrating his grace under pressure demeanor.
The commercial, which premiered on the team's YES Network cable channel, is slated to air a total of more than 650 times throughout September, October and November. During its run, the ad can be seen nationally on networks such as ESPN, TBS, Bravo, TNT, Cartoon Network's "Adult Swim," Spike, FX, Nick at Nite, USA and TLC. It also will air locally in New York City and Philadelphia during TBS coverage of MLB playoff games.
A 15-year league veteran, Rivera recently broke the all-time record for closers by notching his 602nd save.
"The partnership between Arrid Extra Dry antiperspirant deodorant and Mariano Rivera is a natural one," commented Stacey Feldman, vice president of marketing for personal care at Church & Dwight. "Mariano Rivera is the epitome of remaining cool and calm when entering a pressure-packed ninth inning, with the expectation of preserving a victory. Sold at a value price, Arrid Extra Dry antiperspirant deodorant provides our consumers with confidence at staying fresh and cool when facing the daily stress in their lives."