TARRYTOWN, N.Y. — Prestige Brands on Tuesday announced a new sponsorship with the Southeastern Conference featuring its BC Powder analgesic brand.
Just in time for basketball championship season, the BC Powder sponsorship will introduce SEC fans to the fast-acting analgesic with a multi-tiered marketing campaign that includes 30-second television spots, radio broadcasts and consumer events. The sponsorship will continue through football season this fall.
To jump start the new campaign, BC Powder will have a presence at Bridgestone Arena in Nashville at the Men’s SEC basketball tournament from March 13 to 17. Visitors to Music City can enter the “BC Speed Zone,” a unique fan experience at SEC Basketball Fanfare located at the Nashville Convention Center.
“For BC, sponsoring the SEC, renowned for its speed and dominant, fast-paced play, is a perfect fit,” stated Wendy Frye, senior brand manager, BC Powder. “We want to remind sports fans that you don’t need to wait for relief. … BC Powder brings fast relief, so fans won’t lose precious seconds rooting for their teams just because they have a headache. ”
The “It’s All About Speed” campaign will be activated at retail through themed displays, remote radio broadcasts and a branded mobile unit to support on-site contests. This fall, the mobile unit will travel to select SEC campuses where fans can enter to win prizes, receive product samples and connect with Fast-Paced Ambassadors to learn more about BC Powder.
Consumers will also have the chance to get some quick cash by participating in the BC Fast Cash money booth – a portable booth that challenges players to grab as much cash as they can in a short amount of time. The legendary analgesic will also join game-day festivities for the SEC Football Fanfare at the Georgia World Congress Center prior to the SEC Championship game.