"Richard Petty will emerge as the Brawny man," Georgia-Pacific Chairman-CEO Alston "Pete" Correll said during a conference call today.
The move expands a multibrand Nascar sponsorship deal Georgia-Pacific has had for several years. The sponsorship supports Brawny's expansion into napkins and Brawny Shop Towels, which began shipping to retailers earlier this month.
Mr. Correll said Georgia-Pacific's Quilted Northern bath tissue brand will also launch later this year a new paper product with eucalyptus. Competitors, such as Procter & Gamble Co.'s Charmin and Kimberly-Clark Corp.'s Cottonelle, have launched toilet paper with aloe in recent years. Ad plans were not disclosed.
$50 million in brand promotions
Publicis Groupe's Fallon Worldwide, New York, handles Brawny, while Omnicom Group's DDB Worldwide, New York, handles Quilted Northern. Atlanta-based Georgia-Pacific is expected to put more than $50 million in combined support behind the premium brands this year.