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DAYTONA BEACH, Fla.
–
Coke Zero is taking the driver’s seat as the new
title sponsor of the July NASCAR Sprint Cup
Series a race at the famous Daytona
International Speedway (July 5, TNT, 6:30
p.m.). Officially, the race will be entitled the
“Coke Zero 400
Powered By Coca-Cola
The Coke Zero 400 powered
by Coca-Cola at Daytona is a 160 lap, 400 miles
(640 km) NASCAR Sprint Cup Series stock car race
held on the first Saturday night of July,
usually around Independence Day weekend, at
Daytona International Speedway. Starting in
2008, an agreement is in place for Coca-Cola to
become the official soft drink provider of ISC
facilities. Coca-Cola chose to use their Coke
Zero brand to title the race.
 “As
Coke Zero takes a bigger role in NASCAR, we
can’t think of a better venue to showcase the
brand than under the lights at Daytona during
Fourth of July weekend,” said Beatriz Perez,
senior vice president, Integrated Marketing,
Coca-Cola North America. “People who are
unwilling to compromise on taste choose Coke
Zero for its real Coke taste and zero calories.
Because NASCAR fans have the same uncompromising
attitude about their favorite sport, it makes
sense to give them a say in choosing the logo
for the Coke Zero 400 Powered By Coca-Cola.”
Title sponsorship of the Coke Zero 400 Powered
By Coca-Cola will serve as the centerpiece for
Coke Zero’s expanded presence within NASCAR.
When the green flag drops on the start of the
2008 season, fans also will see the debut of
Coke Zero’s first-ever NASCAR-themed advertising
campaign, along with driver appearances,
high-visibility track signage and several other
initiatives – all promoting the brand’s core
message – Coke Zero has “Real Coke Taste and
Zero Calories.”
“With a history of creating innovative
experiences to bring NASCAR fans closer to the
sport, Coca-Cola is a perfect partner to help
build on the traditions of Daytona and create
new ones like the Coke Zero 400 Powered By
Coca-Cola,” said Robin Braig, president, Daytona
International Speedway. “We can’t wait to give
fans a taste of what Coke Zero will bring to one
of NASCAR’s premier events.”
The debut of the Coke Zero 400 Powered By
Coca-Cola is part of a new 10-year sponsorship
agreement between Coca-Cola North America (CCNA)
and International Speedway Corporation (ISC).
Through a variety of track partnerships, brands
from CCNA will be refreshing fans at 12 race
tracks in 2008 before expanding to 16 race
tracks by 2012.
In December 2007, CCNA also extended its
long-term partnership with NASCAR through the
2017 season. The sponsorship commitment, one of
the largest in professional sports, continues
CCNA’s position as the exclusive non-alcoholic
beverage sponsor for NASCAR.
While Coca-Cola has been involved with stock car
racing for more than 40 years, the brand
officially teamed with NASCAR in 1998. A
signature part of the Coca-Cola’s innovative
marketing approach is the Coca-Cola Racing
Family – a group of top drivers that includes
Greg Biffle, Jeff Burton, Denny Hamlin, Kevin
Harvick, Dale Jarrett, Bobby Labonte, Mark
Martin, Jamie McMurray, Kyle Petty, Elliott
Sadler, Tony Stewart and Michael Waltrip. In
addition, the Coca-Cola 600, held annually at
Lowe’s Motor Speedway in Concord, N.C., is the
longest continuous sponsorship of any race in
NASCAR.
Coca-Cola Zero was created to meet
consumer demand for Real Coke Taste with Zero Calories.
Together, Coca-Cola, Diet Coke and Coke Zero are the
perfect trifecta of cola brands, offering choice for
anyone seeking great cola taste. Since its launch in
2005, volume growth for Coke Zero continues to
accelerate. Among 350 sparkling beverage brands launched
since 2001, Coke Zero is one of only six to surpass 1%
market share, and the only one to maintain it. By using
irreverent, humorous communication and delivering Real
Coke Taste and Zero Calories, Coke Zero has established
a strong connection with young adult males and achieved
the highest trial of any recently launched Coca-Cola
North America brand. |
