Danica Patrick has not been appearing in Go Daddy commercials lately. The company may soon drop the NASCAR driver from it’s commercial lineup altogether.
The USA Today reports that “he advertising future of Go Daddy’s go-to girl appears to be in limbo as Go Daddy is about to announce the hiring of a new ad agency, Deutsch NY, which will have freedom to drop the sexy racing star from the Web domain company’s Super Bowl ad lineup.”
“The question at hand is: Is she in the Super Bowl or not?” says Barb Rechterman, chief marketing officer at Go Daddy. “What we’re trying to do is redefine sexy to be a small-business owner running a successful business. So we want to explore options of how we make our advertising new.” Go Daddy also has had recent management shake-ups, and its sky-high growth rate has come down to earth.”
Patrick released a statement though Go Daddy that read “I absolutely hope I am in the new Go Daddy Super Bowl commercials. I don’t think it would feel quite like a Super Bowl if we don’t do the commercials again this year.”
Next season Patrick will run the Sprint Cup Series schedule. Her contract with Go Daddy runs though 2013 but what happens after that is unknown. The new company may decide that Danica-mania has run it’s course. According to Henry Schafer, vice president at Q Scores, the drop in Patrick’s likability is cause for concern and “raises a warning signal to evaluate the strength of her emotional connection with consumers.”
Expect more information to be released as the Super Bowl becomes closer.
Patrick is signed to what is termed ‘a multi-year deal’ with Go Daddy.