ARRID® Extra Dry Anti-Perspirant Deodorant Partners with 'Cool Under Pressure' Pitcher Mariano Rivera

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Sep 19, 2011, 07:25 ET

PRINCETON, N.J., Sept. 19, 2011 /PRNewswire/ -- Church & Dwight Co., Inc., maker of ARRID® Extra Dry Anti-Perspirant Deodorant, the brand that helps consumers keep their cool in any situation, has partnered with renowned New York Yankees™ closing pitcher Mariano Rivera to launch the brand's exciting new advertising campaign. Future hall-of-famer, Rivera, holds MLB's all-time saves record.

(Logo: http://photos.prnewswire.com/prnh/20110919/NY71263LOGO )

Known for staying composed and keeping his cool when the game is on the line, Mariano Rivera has teamed up with ARRID® Extra Dry Anti-Perspirant Deodorant for a TV commercial that will start airing September 21, 2011. The spot showcases the five-time World Champion relief pitcher on the field illustrating his grace under pressure demeanor.

Airing a total of more than 650 times throughout September, October and November, the commercial will premiere on Wednesday, September 21, 2011 on YES Network during the Yankees' 1:05pm game. During its run, the ad can be seen nationally on networks such as ESPN, TBS, Bravo, TNT, Cartoon Network's "Adult Swim", Spike, FX, Nick at Nite, USA and TLC. It will air locally in New York City and Philadelphia during TBS coverage of Major League Baseball playoff games.

"The partnership between ARRID® Extra Dry Anti-Perspirant Deodorant and Mariano Rivera is a natural one," said Stacey Feldman, Vice President of Marketing, Personal Care, Church & Dwight Co., Inc. "Mariano Rivera is the epitome of remaining cool and calm when entering a pressure-packed ninth inning, with the expectation of preserving a victory. Sold at a value price, ARRID® Extra Dry Anti-Perspirant Deodorant provides our consumers with confidence at staying fresh and cool when facing the daily stress in their lives."

Rivera, who has been a closer for more than 10 years and earned 602 saves, offers a few of his tricks for staying cool on the pitcher's mound:

Deep Breathing: He takes three long, deep breaths before he steps out of the dugout and makes his way onto the field.
Using Music to Focus: While Rivera does not choose his entrance music, he now uses it to get into the zone and focus on the task at hand.
Sticking to a Routine: The star pitcher follows an established warm-up routine when preparing to enter a game, which neutralizes a stressful situation into just another day on the job.

To access and download the commercial, visit http://www.hunterpr.com/ue32fswr8/

For more information about ARRID® Extra Dry Anti-Perspirant Deodorant, visit www.arrid.com

Church & Dwight Co., Inc., maker of ARRID® Extra Dry Anti-Perspirant Deodorant products, also manufactures and markets a wide range of personal care, household and specialty products, under the ARM & HAMMER® brand name and other well-known trademarks. Church & Dwight, Co., Inc. is headquartered in Princeton, NJ.

SOURCE Church & Dwight Co., Inc.