Ripken’s solid reputation resonates with water heater company

We’re always looking for new categories that are spending dollars on sports, so we’re intrigued that Cal Ripken has signed a three-year deal to endorse Rinnai water heaters, where he will serve as a “brand ambassador.”

We’re not necessarily sure this means that water heaters are a “hot” category, but it has largely been an unbranded one.

Ripken will appear in radio, print, online, point-of-sale and eventually TV ads from The Titan Agency, Atlanta.

Even as the steroid controversy has flared over the past few years, marketers using baseball’s affinities to push their products have steadfastly stood by MLB and its players. Rinnai is no different.
 
“Seven years out of baseball, you see how popular Ripken still is,” said Ervin Cash, Rinnai executive vice president. “He’s not just an athlete, he’s an icon, so we think he’ll really connect consumers and our trade.”

Of course, two qualities most associated with MLB’s all-time Iron Man — endurance and reliability — are Ripken hallmarks and key attributes of Rinnai.

Previously, Japanese-owned Rinnai concentrated on radio pitchmen, like Rush Limbaugh and Paul Harvey. Indeed, it’s most recent deal started with a cold call asking if Ripken, who hosts a show on XM Satellite Radio, could be the voice in some radio spots.

Steve Rosner at 16W Marketing, Rutherford, N.J., represents Ripken for marketing and negotiated the deal. Other Ripken endorsement deals are with Nike, Chevrolet, Holiday Inn, Energizer, Bank of America, Comcast and FieldTurf.