PONTE VEDRA BEACH, Fla. and MORRISTOWN, N.J., April 30 /PRNewswire/ --ALEVE(R), a leading over-the-counter (OTC) pain reliever, was named theOfficial Pain Reliever of the PGA TOUR and Champions Tour in a three-yearagreement announced today.
In addition to gaining the right to use the TOUR logos on printed materials and in consumer promotions, the ALEVE brand is working with several players to communicate their personal use of the product, utilizing them in the latest "Real People" print and television advertisements. The first of these features world No. 2-ranked Jim Furyk describing the positive impact of ALEVE on his wrist pain and in turn, on his golf game. In the advertisement, Furyk explains, "I get pain throughout my hands and my wrists. I have a bottle of ALEVE in my golf bag at every tournament. ALEVE works well for me. I can play golf pretty much pain free."
The Furyk spot debuts during this week's television coverage of the Wachovia Championship, where he is defending champion. A print advertisement featuring Furyk will appear in the May 14 issue of Sports Illustrated magazine. Additionally, ALEVE is working with NBC and CBS to develop customized in-game features as part of a $6 million advertising commitment. On NBC, a sports analyst will discuss the real difference in the tournament, be it player accuracy, difficulty of a specific hole or even the weather. CBS will feature the real lives of top PGA TOUR players off the course, followed by an ALEVE commercial.
"We are thrilled to be named the Official Pain Reliever of the PGA TOUR and Champions Tour," said Jay Kolpon, vice president, Marketing and New Business Development, Bayer Consumer Care. "Aligning with the PGA TOUR and the players who consistently excel at the game allows us to demonstrate the strength and efficacy of our product. In the end, however, these players are real people who suffer from pain and have found a solution with ALEVE - just like the millions of consumers who rely on ALEVE...