The taste of victory.
Coca-Cola is perhaps the world's most recognized brand. And for more than a decade, they’ve leveraged a relationship with Roush Fenway’s top drivers to connect with the “NASCAR nation.” You’ll notice Roush Fenway drivers Greg Biffle and David Ragan at the track often with a Coke in hand. And after each trip to Victory Lane, you’ll notice them take a gulp or two shortly before they thank their team and sponsors during their post-race interviews.
Coca-Cola racing family.
A key value for Coca-Cola from their partnership with Roush Fenway is the access and rights to the images of top drivers, defining what Coke calls their “Coca-Cola Racing Family.” "Family" members make live appearances at sponsored events and are featured in advertising, promotions and on packaging. An early adopter of social media, Coke has also utilized Ragan in an online campaign for Coke Zero.
At the track the Coca-Cola brand is ever-present thanks to their variety of activations at multiple consumer touchpoints. Visually, the brand is everywhere. As the Official Drink for Biffle’s and Ragan’s teams, Coca-Cola reaps the benefits of brand association and valuable exposure from logo placement on crew uniforms and the racecar, garnering camera time during race and pit action and in interviews.