Protect/Use Your Melon
- This promotion was created and developed by PK Velocity Founder, Tony Priscaro. At the time, Priscaro had a relationship with the Department of Transportation of several States. In particular, the state of Kentucky. Priscaro had run DOT Safety Messaging like "Drive Sober or Get Pulled Over", "Click it or Ticket", amongst others on race cars inventory Priscaro managed.
- At the time, one of Priscaro's drivers was Ross Chastain whose family farmed and sold watermelons nationally. Chastain approached Priscaro saying that every watermelon that left his family's farm had a large sticker on it and some of the stickers could be customized. Once Priscaro heard that, the rest was history. Priscaro called his first contact at the state level from the state of Kentucky, Bill Bell. Priscaro said , we are going to put your seat belt safety messaging on over 2 million watermelons during the summer months and run a race car that looks like a watermelon with your messaging on it. It's going to be called "Protect your Melon!", you know protect your head by buckling your seat belt! Mr Bell got the concept right away!! Even though Priscaro came up with the slogan, Bell's graphics team helped put the finishing touches on the "melon head logo" Priscaro guided them to build.
- The program was so successful, Mr Bell told other Directors in his position of other states. The following year Priscaro closed the deal on the states of New York and Delaware. In fact, the state of Delaware had two races. One in the Spring and the other in the Fall. The Spring race was about Seat Belt Safety Messaging and the fall race was about drunk driving awareness. Hence, USE Your Melon was created by Priscaro. A different logo and slogan created to bring awareness to Drunk Driving.
- Both of these programs that Priscaro created and developed are still being used today more than 8 years later. They are specifically being used for driver Ross Chastain as he climbed the ladder of stardom, as well as his brother Chad Chastain whenever he drives a race car part time. Unfortunately for Priscaro, a lesson was learned. When a race car driver is the face of the promotion and it’s successful, it doesn’t matter who developed or created it. The spokesperson and messaging are most relevant. With that in mind, Chastain continues to benefit from this promotion. This program has made Millions over the years and even though it might be a negative to Priscaro because of all the lost earnings for him and his family, he takes great pride in saying that this program is still running today because it works! It has saved lives!