New Orleans Saints star running back Alvin Kamara’s unabashed love for Airheads candy isn’t just fun for his fans and teammates to watch. It’s also pretty good business for the candy brand’s Netherlands-based parent company, Perfetti Van Melle.
PR Weekly reported Wednesday (Jan. 10) that Airheads’ owners have racked up a handsome amount of free advertising from social media traffic generated by Karama and others talking about his penchant for dishing out Airheads after scoring a touchdown. A single mention by television sportscaster Joe Buck netted what Apex Marketing Group Analytics tallied as $433,000 in equivalent advertising time.
“Joe Buck almost never mentions a brand,” said Stephanie Creech, a Perfetti Van Melle U.S.A. spokeswoman.
Creech also elaborated on a “extremely modest” deal between the company and Kamara to promote the candy. “He is in no way obligated to pass out Airheads every time he scores,” Creech told PR Weekly. “He does it. His team loves it. And he’s having a good time.”