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SBJ/Feb. 17-23, 2014/Marketing and Sponsorship
Sponsors rolling out new spots for Daytona
Published February 17, 2014, Page 8
Automotive endemics Ford, Chevy and Goodyear, along with Coca-Cola and Nationwide Insurance, all will break new, racing-themed creative.
“It’s a great barometer of how things are going in our sport,” said Norris Scott, vice president of partnership marketing at NASCAR. “Partners are using our Super Bowl to unveil new creative. That reinforces the Daytona 500 as a place big brands come to launch campaigns.”
The ads from Chevy and Coke will build on campaigns that the sponsors ran last year.
Chevy continues its “Man and Machine” theme with a spot that features defending Sprint Cup champion Jimmie Johnson.
|NASCAR sponsor Coca-Cola and Ganassi Racing sponsor Unilever (below) will be among the brands with new ads for Daytona.
This week, it will debut a fourth.
“For a company like Coke to update the creative during the season, that’s a really big deal,” Scott said. “Their metrics went through the roof after they did it, so now they’re doing it again.”
In the other spots:
n Ford, which last year executed a 30-minute time buy to promote its Ford Fusion on race day, will roll out a new spot for its F-150 truck featuring driver Brad Keselowski.
n Goodyear has a 60-second spot exploring the science of tires that features Kevin Harvick.
n Nationwide will unveil a pair of new commercials.
There also will be at least two team sponsors debuting spots this week.
As in the Super Bowl spot, the tag line “Make Love Not War” provides a twist on the usual “smell good, be cool, get girl” Axe mantra.
Larson, who will be in the Target-sponsored No. 42 car formerly driven by Juan Pablo Montoya in the 500, will drive an Axe-sponsored ride in the Nationwide series race on Saturday. Unilever is an associate sponsor on his Sprint Cup entry.
Richard Childress Racing sponsor General Mills will break its first new NASCAR themed spot in four years when it rolls out a Cheerios commercial featuring the latest driver of the iconic No. 3 car, Austin Dillon, and his mother, Tina — who is the daughter of team owner Childress.
The spot, which will break in the days leading up to the race, goes along with a large retail program that Cheerios will run this year in about 2,000 Kroger stores, which includes boxes that feature a No. 3 shaped Cheerios bowl.