Who was the AFL or NRL player who a few years back, actually changed his name to a brand for one match. ?

from memory I believe it was an AFL or NRL player who change his name to a brand (can't remember which) , so that everytime he had involvement in the match the commentators would call out the brand rather, thus providing advertising for the brand. I've been searching on the web for the answer as to the name of the player & brand. Can anyone remember/help out? I need it for an essay I'm writing.