SBD/Issue 202/Sponsorships, Advertising & Marketing

Ad Criticizing KFC, Junior Held Out Of Pepsi 400 Program

Mainstream Media, which publishes programs for about 20 auto racing events, rejected a $9,500 ad from PETA for the July 3 Pepsi 400 at ISC’s Daytona Int’l Speedway, according to ESPN.com’s Darren Rovell. The ad, a response to Dale Earnhardt Jr.’s endorsement deal with KFC parent Yum Brands, “showed a leg kicking a [KFC] bucket and a caption that read ‘Hey, Junior! KFC Races Dirty.” Mainstream Media President Jonathan Wilson: “I put the kibosh on it. It was never even seen by [ISC] or NASCAR.” PETA Senior Campaign Coordinator Dan Shannon said that about 50% of the organization’s ads “are permitted to run in publications and on billboards” (ESPN.com, 7/13).



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