Commemorating Coca-Cola's 25-Year Legacy in NASCAR Racing
Coca-Cola's NASCAR legends, Kyle Petty, Dale Jarrett, Jeff Burton, and Bobby Labonte, come together in a captivating social content series to commemorate their remarkable careers and honor the brand's rich heritage Experience the thrill of their legacy through a nostalgic journey
Coca-Cola has been involved with NASCAR since the 1970s when it started sponsoring races and Hall of Famer Bobby Allison. Since 1985, Coca-Cola has held the naming rights to the World 600 race and in 1998, it became the official soft drink of NASCAR. In the same year, they also launched the Coca-Cola Racing Family, a group of top drivers sponsored by the brand, which has included famous names like Dale Earnhardt Sr. and Danica Patrick. To celebrate the 25th anniversary of the racing family, Coca-Cola brought together a select group of veterans for a "Legends" content series. This series aimed to set the brand's social content apart from its traditional marketing efforts on broadcast and in retail.
"When considering the best approach, it was straightforward," stated Al Rondon, Coca-Cola's Senior Marketing Manager of Sports and Entertainment. "Simply place a microphone in front of them, bring them together, and allow them to share their story."
The outcome is a conversational content series highlighting Kyle Petty, Dale Jarrett, Jeff Burton, and Bobby Labonte. It delves into their legacies, their connections with Coca-Cola, and also delves into more lighthearted topics such as the most common question they receive: "What do you do when nature calls during a race?"
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According to Amy Creech, vice president of 160over90, the six-episode series by Coca-Cola Racing has exceeded expectations. With over 15 million views and an engagement rate of approximately 12%, it has outperformed the industry benchmark of three to five percent. Creech attributes this success to the enduring partnership between Coke-NASCAR and 160over90, which she humorously compares to long-lasting marriages. The final episode of the series will premiere today.
"Honestly, we view ourselves as more of a family. I understand it may sound cliché, but this perspective enhances our work and improves it because we have developed a strong sense of trust and partnership over an extensive period of time," she stated.
Celebrating legacy through nostalgia
Coca-Cola's partnership with NASCAR sets it apart in the world of sports marketing. Instead of simply jumping on the bandwagon of popular leagues like the NFL and NBA, Coca-Cola's long-standing collaboration with NASCAR has helped to draw attention to the racing association. This is particularly significant as it coincides with both the 25th anniversary of the racing family and NASCAR's 75th anniversary. According to Rondon, the impact of Coke's involvement is evident in the words of the drivers themselves, who acknowledge that Coke's efforts have helped to elevate and legitimize the sport.
To honor this rich history, Coke and 160over90 focused on legendary drivers who have not only maintained their popularity and relevance among NASCAR fans, but also resonate with the brand's current generation of drivers. These iconic drivers, some of whom were part of the original racing family in 1998, have been integrated into both internal and external experiential activities. For example, they have been invited to serve as grand marshals for the Coca-Cola 600 and make appearances at bottling plants.
This content series originated from a weekly conversation between the brand and agency, and evolved from there. The drivers were quick to join the initiative, and the agency captured hours of raw video content, which was then edited into one-minute segments suitable for social media. These clips have been well-received by the audience.
"We received an overwhelming amount of positive feedback on our social channels regarding the return of these original family members," Creech stated. "We greatly underestimated the strong desire for nostalgia and how it brings comfort in remembering the past."
Coca-Cola is no stranger to leveraging nostalgia, especially when it comes to their iconic brand. The "Legends" content series aligns with the current trend of marketers, including McDonald's and the Gap, utilizing nostalgia to connect with consumers who have been inundated with negative news and crises in recent years. In this particular content series, nostalgia holds an even deeper significance in a sport where family legacies hold value: Chase Elliott, this year's most popular driver, is the son of Bill Elliott, one of the original members of the Coca-Cola Racing Family.
The story of the father and son in the racing family was truly significant for the Elliott family. It was a special and cherished moment for the program.
