Don Cherry Signs with Rayovac to
Relaunch Brand in Canada
|Spectrum Brands, Inc. Press Release||FlashlightNews.org - 7/26/2007|
Acclaimed Canadian TV Personality to Power the Rayovac Message
Canadian Broadcaster Don Cherry
MADISON, Wi. - Don Cherry, one of Canada's top 10 most influential people of all time(a) and the most-watched personality on Canadian television, has signed a two-year partnership with Rayovac Batteries, one of the Nation's top three battery brands, to be the personality behind the Canadian relaunch of the brand.
Undisputedly known as well for his colorful outfits as his colorful "tell it like it is" commentary, Cherry will help Rayovac tell its message to consumers, that the brand "Lasts as Long" as other leading brands.
"When I was asked by Rayovac to support them, it was an easy sell," said Don Cherry. "I have used Rayovac batteries and I can honestly say that Rayovac lasts as long as their competitors, and you'll save money too; it doesn't get much better than that."
Cherry will be featured in all aspects of the Rayovac relaunch, including packaging, displays, promotions, online, advertising and other communications geared towards educating consumers on the value and endurance of the brand. Rayovac will begin using Cherry immediately.
"Don Cherry is arguably the most likable public figure in Canada, both for his dedication to others and his enduring positive energy both on and off the air," said Rob Cayer, director, Rayovac Batteries Canada. "His core qualities parallel the message we want to convey to our consumers, that Rayovac is going to be a better value and endure. Don encompasses everything we feel is an ideal representation of the Rayovac brand and we couldn't be more pleased to have his support for our brand relaunch in Canada."
Cherry currently serves as a full-time hockey commentator for CBC Television, as well as co-hosts the popular segment "Coach's Corner" which airs during the intermission segment of CBC-broadcast hockey games. In addition to his achievements on-air, Cherry also is a successful businessman and charitable activist. Most recently, Cherry made a rare appearance on American television as a guest commentator alongside hockey great Brett Hull during the 2007 Stanley Cup Finals on NBC.
About Spectrum Brands, Inc.
Spectrum Brands is a global consumer products company and a leading supplier of batteries, lawn and garden care products, specialty pet supplies, shaving, grooming and personal care products, household insecticides and portable lighting. Spectrum Brands' products are sold by the world's top 25 retailers and are available in more than one million stores in 120 countries around the world. Headquartered in Atlanta, Georgia, with North America Headquarters located in Madison, Wisconsin, Spectrum Brands generated approximately $2.5 billion in net sales in fiscal 2006 and has approximately 8,400 employees worldwide. The company's stock trades on the New York Stock Exchange under the symbol SPC.
(a) Canadian Broadcasting Company poll that drew 140,000 votes