We see 43 rolling billboards every week at a NASCAR event. Cars decorated up in different paint schemes advertising those companies who paid big bucks to have their name on a race car.
Not every company can afford to sponsor a race team. So, in the background, there are also smaller companies working on ideas, new products, and different angles of capitalizing on marketable items for a team or a specific driver.
Kyle Busch is one of those drivers.
“Last year at Bristol, we saw an opportunity to reach out to Kyle, and possibly others, after his post race incident with Carl Edwards,” said a spokesman for Crybaby Towels, a leader in absorbent products for crybabies.
“We approached Kyle as he was exiting the NASCAR trailer. He was in obvious need of our product. We offered him what was, at the time, our top of the line towel. It was like handing a handkerchief to a hurricane. We realized then we had lots of work to do.”
Since that fateful night, Kyle has provided multiple opportunities for Crybaby Towels to step up. And step up they did.
“We were at Daytona in July with our Cry Me a River line. These towels have really taken off. In testing, it only took three of them to dry up the Nile. After the race, Kyle used two of them, but they held up."
The official web sight of Crybaby Towels, www.waaaa.com, offers a full line of products to the public.
“Kyle is our most visible driver, but we do get inquiries from fans of Dale Earnhardt Jr., Robby Gordon, and the Buffalo Bills, just to name a few.”
“Monday after a game or a race always seem to be our busiest day.”
Company officials say they are always working towards newer and more absorbent products. Each event Kyle attends offers a new challenge, but at times, only a small window of opportunity.
The recent Nationwide race at Watkins Glen was a perfect example.
“At the race with one of our new products, we became very excited when Marcos Ambrose pulled off the perfect pass going into the bus stop. We knew then, if Kyle was not able to regain the lead, there would certainly be a massive flow of crocodile tears in the garage.”
How ironic to reference crocodile tears when it was an Australian who outsmarted Kyle at his own game.
Next up is Moen Faucets and how they developed their new Fill a Pool in Five Minutes spigot after Kyle’s weekend at Darlington.