Fresh off his first playoff win, Carolina Panthers quarterback Cam Newton is facing his next big challenge: selling Dannon’s “brogurt.”
In his latest endorsement deal, Newton is tasked with attracting National Football League fans, especially men, to Dannon’s new Oikos Triple Zero yogurt, which touts its high protein content and lack of sugar, artificial sweeteners and fat.
White Plains, N.Y.-based Dannon said it’s launching a multimillion-dollar media campaign that starts Jan. . The yogurt maker is eyeing television networks with high male viewership, including the NFL Network.
Dannon’s competition in the male yogurt market includes a brand called Powerful, according to AdAge. Its marketing, which featured a tagline that urged buyers to “find your inner abs,” led Grubstreet.com to call the product “brogurt,” the trade publication said.
With Dannon Oikos becoming the NFL’s official yogurt, the company wanted a “franchise quarterback” to spearhead its marketing efforts, Dannon spokesman Michael Neuwirth said.
“Cam was the top of our list, and we were thrilled that he was available and interested,” Neuwirth said.
Dannon Oikos’ previous spokesman was actor John Stamos, who was seen as more appealing to women.
Before the Panthers used the No. 1 pick of the 2011 draft on Newton, he had already inked a deal with sports gear maker Under Armour. He also has endorsements with Charlotte-based department store Belk, Gatorade, Beats by Dre, GMC, Drakkar cologne and others.
“Oikos Triple Zero was quite honestly right up my alley – not only because of its nutritional benefits, but because it tastes good, too,” Newton said in a statement.
After beating the Arizona Cardinals at home, the Panthers go on the road to face the Super Bowl champion Seattle Seahawks at 8:15 p.m. Saturday at CenturyLink Field.
Dannon plans to air Newton’s new commercial during the NFC Championship game the following weekend, so the Panthers quarterback will be making an appearance during the game, win or lose against the Seahawks.