SBJ/February 19 - 25, 2001/No Topic Name

Nabisco drives NASCAR alliance to retail

Nabisco is staging a major series of consumer promotions around its sponsorship of NASCAR and Dale Earnhardt.

The company became the exclusive cookie and cracker of NASCAR last year, highlighting its Oreo and Ritz brands, and inked a two-year deal with Dale Earnhardt Inc. starting this season.

"The key thing is that a lot of our consumers follow NASCAR," said Alan Falve, director of consumer promotions at Nabisco. "We've done some research to show that the primary sports our cookie consumers are interested in are baseball, football and NASCAR."

The company is also a Major League Baseball sponsor and ran an Oreo-stacking contest at the World Series.

For NASCAR and Earnhardt, Nabisco is staging a three-pronged promotional attack, centered on supermarket end aisle displays.

More than 12,000 displays have been set up around the country, featuring a 4-foot-long inflatable version of Earnhardt's race car. During the recent Bud Shootout, the Oreo brand name was painted on the hood of Earnhardt's car, the inspiration for a slew of prizes and premium items.

Each retailer is running its own in-store promotion or sweepstakes, giving away go-carts, die-cast models of the car or remote control versions.

An on-pack offer on Mini-Oreos also offers die-cast models of the car for $2.99 with proofs-of-purchase.

The third leg of Nabisco's promotional plan involves giving away 25 Dale Earnhardt signature Monte Carlo vehicles via local sweepstakes through supermarket chains in Winston Cup race markets.

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Related Topics:

Dale Earnhardt Inc., NASCAR

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