Dollar Shave Club's One Wipe Charlies brand is about to give NFL offensive linemen the most media exposure they've had since New York Jets quarterback Mark Sanchez ran face-first into guard Brandon Moore's large rear end on national TV last Thanksgiving.
One Wipe Charlies, the flushable wet toilet-paper product launched in June, has tapped four NFL centers -- Travis Frederick of the Dallas Cowboys; John Sullivan of the Minnesota Vikings; Eric Wood of the Buffalo Bills; and Nick Hardwick of the San Diego Chargers -- to appear in the male-targeted brand's "Clean Snap" ad campaign, said Dollar Shave CEO Mike Dubin.
The beefy NFL offensive linemen don't get many endorsements, making the deal a bit unusual. The centers will promote One Wipe Charlies in radio spots created in-house. The tagline: "Every great play starts with a clean snap."
Mr. Dubin thinks the unsung offensive linemen who determine the outcome of games in the trenches are the perfect endorsers for a brand that bills itself on its website as the "softest, manliest way to wipe your ass."
"Everybody's got their eye on the center's ass all season long," he said. "That's why we picked them. They have to keep that area clean, not just on the field but off the field."
There's also a charity component. Every time the company sees a tweet reading #cleansnap, it will donate $1 to the charity of the four centers' choice.
Mr. Dubin declined to comment on how much he's paying the players. "Let's say they're more affordable than the quarterback," he said with a laugh. By working with only four centers, One Wipe Charlies didn't have to pursue an official deal with the NFL, which he said would have been too expensive.
"If these guys are getting over $10,000 [for the deal], they're doing well," said Leigh Steinberg, CEO, Leigh Steinberg Sports & Entertainment. The most marketable QBs on Madison Avenue, such as Peyton and Eli Manning, won't even get out of bed for commercial gigs unless they start in the $75,000 to $100,000 range, added Mr. Steinberg.
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