The cyclist David (Dave) Zabriskie, of the Team Garmin-Slipstream and also known by his nickname DZ, sells a product which protects the perineal area while on a bike under the name of DZ Nuts. And he does that in quite an original way ...

Next to the serious explanation DZ gives on the product's website in which he says that Proper MAINTAINTANANCE of the perineal area is essential during high level training and racing. Nothing can ruin stage race success faster than an infected saddle sore., he also appears in quite an original way elsewhere on the site.

The American rider, who finished third in the time trial at the World Championships in Varese 2008 (see photo), promotes the chamois cream in 6 short videos posted on YouTube. In each movie we see him in another role, always wearing a cyclist outfit in the colours of DZ Nuts with sometimes an extra element which allows him to perfectly take up the role he plays.

Dave does business

In this first movie Dave plays a business man, wearing a shirt over his cyclist outfit. In a phone call he says that customers should know that the product (he's probably talking about DZ Nuts) is not edible ... indeed, it probably doesn't have a very nice taste!

Captain America

In this movie Dave talks with a Captain America doll (see this Wikipedia article for a description of this comic book hero) and he tells him that while Captain America is protecting the world, it's up to him (Dave) to protect people's junk.

The boardroom

While a few "employees" are discussing the amount and the place where to apply the product, Dave enters the board room and -after having created a group spirti- explains that's it's simply all indicated on the packaging of the product.

Swami Dave

Swâmi means spiritual master in Sanskrit and in this movie we see Dave worshipping his saddle while eating some peanuts.

Daddy Dave

Here we see Dave with a baby and we hear he asks his wife where he can find the diaper cream. We can't really hear her answer but Dave of course has a tube of DZ Nuts in his shirt ... the baby seems to be very happy with it, but at the end of the movie there is some sort of a disclaimer which says DZ Nuts is not recommended for diaper rash ...

The fireplace

This is probably the most original movie ... we see Dave wearing a bathrobe sitting close to the fireplace and explaining how he ended up selling DZ Nuts. According to him, his tights have since become freedom wear ...

I won't describe this movie any further, you'll better discover it yourself ...
What do you think is the funniest movie? And what do you think of this way of communicating around such a product?

It's probably also worth mentioning that DZ Nuts does not only sell the chamois cream itself but also some T-shirts and bike outfits ... the men T-shirt reading Lube 'em or lose 'em. and the women's T-shirt reading Official Applicator. might even sell better than the product itself ;-).

door Thomas Vergouwen
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this publication is published in: Marketing | Cycling general (except Tour de France)

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