PRINCETON, N.J. — Church & Dwight, the maker of Arrid Extra Dry antiperspirant deodorant, has partnered with New York Yankees closing pitcher Mariano Rivera to launch the brand's new advertising campaign.
The TV spot, which began airing Sept. 21, showcases the five-time World Champion relief pitcher on the field, illustrating his grace under pressure demeanor.
Airing a total of more than 650 times throughout September, October and November, the commercial premiered on YES Network during the Yankees' 1:05 p.m. game. During its run, the ad can be seen nationally on such networks as ESPN, TBS, Bravo, TNT, Cartoon Network's "Adult Swim," Spike, FX, Nick at Nite, USA and TLC. It will air locally in New York City and Philadelphia during TBS coverage of Major League Baseball playoff games.
"The partnership between Arrid Extra Dry antiperspirant deodorant and Mariano Rivera is a natural one," stated Stacey Feldman, VP marketing, 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."