Sunoco over Memorial Day weekend is launching a multifaceted marketing campaign around its official deals with NASCAR, IndyCar and the NHRA entitled "Essence of Racing" that is designed to emphasize the brand’s role in fueling cars in the various series. The campaign will start off with three separate spots -- one with NASCAR’s Jimmie Johnson; one with IndyCar’s Graham Rahal; and one with the NHRA’s Courtney Force. Each spot will debut during the series-specific race that occurs this weekend (NASCAR's Coca-Cola 600; IndyCar's Indianapolis 500; and the NHRA's Kansas Nationals). The spots will continue to air during races over the coming months and could also extend down to shoulder programming. Sunoco also will run ads on radio with Motor Racing Network and Performance Racing Network, plus digitally on the series’ websites and Sunoco’s official website. Sunoco declined to comment on the size of the media buy. Sunoco also will do at-track activation for the campaign at its Sunoco RV, where driver appearances will be one of the attractions. As an added twist, the company also is releasing a special cologne called Burnt Rubber that was designed to capture the scent of a racetrack. The cologne will not be for sale, but rather will be given away through promotions like contests on the drivers’ and Sunoco’s social-media channels. The campaign, which will run through at least the duration of each series current season, was crafted by Allen & Gerritsen and Team Epic.
