March 26, 2019

Cumberland Farms' new pitchman: Ric Flair

Image/Courtesy/Cumberland Farms
Wrestling celebrity Ric Flair is Cumberland Farms' new spokesman.

Westborough's Cumberland Farms has turned to celebrities before to sell its 99-cent coffee, and this week it began airing ads with a new pitchman: wrestling icon Ric Flair.

Flair is known for his trademark, "Woo!" and it's virtually all he says in the new ads, dressed in a pink sparkly robe and feathery scarf.

In a 15-second spot, Flair yells a few "Woos!" as text below him advertises a free coffee with the purchase of a breakfast sandwich, almost as if it were translating Flair's catchphrase.

"Now that's breakfast with flair," he says.

In a 30-second spot, Flair "Woos!" at 99-cent pizza, coffee and Chill Zone drinks.

Flair joins actors David Hasselhoff and Michael Rappaport in helping to sell Cumberland Farms' coffee. Hasselhoff, known from the TV show "Baywatch," was, of course, on a beach. Rappaport takes a more blue-collar mentality that plays to his TV roles.

"There are two types of people in this world," he says, drinking a Cumberland Farms iced coffee. "People who over-pay for coffee... And normal people."

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