Corporate sponsors' cash sings to country music industry
Three years ago, The Clorox Co. took a gamble.
With Kingsford, its No. 1 charcoal brand, losing ground as gas grills began to dominate backyard barbecues, the Fortune 500 conglomerate searched for ways to lure consumers back to old-fashioned briquettes.
Wooed by a Nashville-based company, California-based Clorox ultimately decided to hitch both of its barbecue-related brands, Kingsford Charcoal and KC Barbecue Sauce, to multiplatinum-selling country artist Tim McGraw.