Lysol Takes Over Bathrooms at NASCAR Races
NASCAR fans will be able to see first hand the true benefits of Lysol Disinfectant when visiting one of the “Lysol Clean” bathrooms at nine races this year.
The bathrooms, for women only, are a fresh component in a larger campaign that Lysol is rolling out this year around its NASCAR sponsorship. The goal is to educate families about the importance of using disinfectant to help protect against germs and other illnesses.
“In NASCAR, so often we’re talking to the male target, so to have this program that is hitting that 40% of the fans who are women is really one of the unique things about the program,” said Tamera Green, vice president and group account director at GMR, which developed and is executing the promotion in conjunction with Catapult Marketing.
Five bathrooms will be maintained at nine events by brand ambassadors selected based on their affinity with the typical Lysol customer—a mom—and dressed in Lysol-branded clothing.
“We want the crew to look very approachable for people if they have questions about the product or the brand positioning,” Green said. “We wanted mom-type ambassadors who buy and use the product.”
The large, busy restroom facilities are being transformed under the Lysol brand with plenty of colorful wall and door signs at tracks in Charlotte, NC, Atlanta and New Hampshire, as well as other locations. Last Sunday, at the Bristol Motor Speedway in Bristol, TN, 25,000 coupons were distributed to women using the restrooms.
Coupons will be handed out at the restrooms at all of the tracks. Signage, public service announcements and the Lysol logo on guide track maps will let people know the whereabouts of the restrooms.
A Web site, developed in partnership with the Centers for Disease Control and Prevention, offers information and tips on preventing common illnesses.
This marks the eighth year the Lysol brand has been part of the racing program of Earnhardt Ganassi Racing with Felix Sabates as an associate sponsor. The partnership includes deck lid logo placement all season long on Juan Pablo Montoya’s No. 42 Target Chevrolet and a Lysol primary paint scheme for the Oct.17 race in Charlotte at Lowes Motor Speedway.
Reckitt Benckiser, a $10 billion company and the parent company of Lysol, also makes Woolite, Calgonit, Spray ‘n Wash, Mucinex and Airwick, among many others brands.
Charmin was one of the first brands to use public restrooms as a venue to promote its products. It opened a public restroom in New York City’s Times Square several years in row where it put its rolls of Charmin toilet tissue to the ultimate test. Hundreds of thousands of people used the restrooms over the run of the campaign. Gigunda Group, which ran the promotion, won a 2008 Pro Award for the work.
