Junior, 50th 500 lead to sales spike for Superstore

Coke forging relationships with Daytona, select drivers

By Sporting News Wire Service
February 27, 2008
01:27 PM EST

type size: + -

The NASCAR.COM Superstore reported that licensed merchandise sales were up 30 percent in February and up 28 percent for the week of the Daytona 500 over last year.

Dale Earnhardt Jr. was again the dominant sales force with his merchandise accounting for 47 percent of all sales. Daytona 500 "50th running" licensed merchandise was second at 9.3 percent with Ryan Newman, the 500 winner, third at 9.1 percent.

Superstore

A tip of the cap to you, Dale Earnhardt Jr., the top seller.

Spreading the message

The clock had just struck 12:01 a.m. on Jan. 1 when workers began painting Coca-Cola red over Pepsi blue at Daytona International Speedway, officially ending Pepsi's 49-year reign as Daytona's soft-drink king. By the time fans arrived for the Daytona 500, Coke had more than made its mark with special event packaging through the state of Florida and an abundance of signage at the speedway that made it nearly impossible for fans to leave the track without somehow coming across a Coca-Cola or Coke Zero message.

Ben Reiling, director of motorsports, Coca-Cola North America, said the signage was roughly split 50-50 between Coca-Cola Classic and Coke Zero, the latter being the brand used on the title for Daytona's summer race.

"We were looking for a good blend of iconic messaging for both brands," said Reiling, whose marketing team walked the grounds at Daytona countless times devising the strategy for where to place Coke or Coke Zero marks on the 45 flags, video screens, banners and concession displays throughout the speedway.

Coke hospitality entertained about 350 people at the race, a mix of contest winners, customers, retail partners and executives. Through different sampling stations at the speedway the week of the 500, Coke Zero samples were handed out to 125,000 consumers, Reiling said.

Coke brands also unveiled several new driver relationships at Daytona, including Juan Montoya and Powerade, Carl Edwards and Vitaminwater and Kyle Busch and NOS Energy. Powerade plans to use Montoya extensively in its point-of-sale displays and the sports drink is expected to appear on Montoya's Nationwide Series car later in the year.