Country Music Superstar Becomes New Face and Voice of BC

For the second time in its 100 year history, BC Headache Powder is represented by a country music entertainer. In the mid 1970s it was Faron Young. In 2009, it's Trace Adkins, the country music superstar, who has been an esteemed member of The Grand Ole Opry since 2003, and was a finalist on the NBC reality show "The Celebrity Apprentice" in 2008. He also received the Academy of Country Music's 2008 Single of the Year Award for his chart-topping hit, "You're Gonna Miss This."

"I'm very particular about attaching my name to products or causes, unless it's something I use or believe in," said Adkins. "My relationship with BC Headache Powder is personal and runs deep.

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I still remember when my grandfather gave me my first BC. I even remember the product advertising jingle from the 70's. I am proud to be representing BC, especially on tour in front of thousands of fans."

As a spokesperson for the next two years, Adkins will record radio ads, be included in images at retail stores and on BC's website (www.bcpowder.com), perform songs at exclusive events, and conduct a BC Headache Powder sponsored concert tour in 2010 that will include more than 80 national concert stops. Currently, Trace is sponsored by BC Headache Powder for 38 tour stops on the "Shine All Night" Tour with Martina McBride.

"Regular, hardworking people will now share the spotlight with Trace Adkins to tell the story of how good and fast BC works on headaches and tough body pain," said Darren Singer, VP Marketing BC Powders. "Once we heard Trace's personal history with BC, which has spanned three generations, we had to make him another member of our storytelling team. He is a tremendous asset to us and a huge draw for people who work hard for what they have."