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Hit The Road Jack: Bowyer Moves To General Mills

John Sturbin | Senior Writer, RacinToday.com Friday, April 10 2009

Clint Bowyer has left Jack and moved to Cheerios.   (Photo by Sam Greenwood/Getty Images for NASCAR)

Clint Bowyer has left Jack and moved to Cheerios. (Photo by Sam Greenwood/Getty Images for NASCAR)

By John Sturbin | Senior Writer
RacinToday.com

In the sponsor-driven world of NASCAR, one must be willing to adapt.

For example, Clint Bowyer basically has traded a shot glass for a box of crayons and a sauce pan this season in his role as spokesman for his newest sponsors.

Bowyer spent the first three seasons of his NASCAR Sprint Cup Series career flying the colors of Jack Daniel’s Whiskey on the No. 07 Chevrolet. This season, Bowyer’s ride with Richard Childress Racing carries sponsorship from Cheerios and Hamburger Helper on the No. 33 Chevy.

As fine as those three consumer products are, any combination must be viewed as purely accidental.

That’s translated into a whole new lifestyle – and an entirely different demographic  – as corporate representative for Bowyer, the pride of Emporia, Kan.

“The time frame is definitely a lot bigger…it’s a lot different,” Bowyer said in an interview at Texas Motor Speedway, where he finished 22nd in the Samsung 500. “It used to be where you’d start at 9 p.m. and get off at midnight. Now we start about 9 a.m. and get off about 10 a.m., instead of at night. But it’s been a lot of fun. The activation has been a huge shock to not only myself, but to our race team. They started the season by putting my face on 30 million packages for General Mills. That was a huge activation for myself and for our race team.

“And then our commercial already this year, and an episode of “The Biggest Loser” we were on. There are a lot of things that they’ve done and that I have never done before. I owe them a lot.”

Bowyer, who has qualified for the last two editions of the Chase for the Sprint Cup, was asked if it was weird for him to walk down the aisle of his favorite grocery store and see his face on a box of cereal.

“I hate to say this,” Bowyer said, “but I haven’t been in a grocery store in probably a year, so I don’t know. My grandma calls and says, ‘Oh, I saw you on a Cheerios box.’ So she’s excited.”

Despite his Cup salary, Bowyer admitted that as a bachelor – and as a racer – his cooking skills don’t extend much beyond the nearest microwave.

“When you work at a dirt shop and that’s what you do for fun,” said Bowyer, 29, “you usually get done anywhere from 9 to midnight, and you stop at a fast food (chain) on the way home or you just don’t eat. If you can’t talk somebody else into cooking it for you, you just don’t eat.”

John Sturbin | Senior Writer, RacinToday.com Friday, April 10 2009
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