Coke Zero NASCAR “Enjoy Everything Island”
Coke Zero is a “bro brand.” At the time of this work, the brand positioning was “the good side of bad,” referencing the full flavor/zero calorie product. This brand value extends to experiences that allow guests to play beyond their wildest imagination.
Pulling ahead in a crowded brand space
This work was part of an Integrated campaign in which we also handled the Shopper elements including grocery, c-store, and QSR programs – all sharing the goal to position Coke Zero as the go-to drink while watching NASCAR. We leveraged Coke Zero NASCAR drivers throughout to help add incremental retail display opportunities and provide “money can’t buy” experiences at the track.
The idea:
Where this idea took off is when the team asked: “hey, what’s that lake in the middle of the track?” It was a lake used for speedboat races. Which led to: “can we build an island in it? We sure did. The catch? Only the most die-hard NASCAR fans can get in!
From concept render to production…
The results:
We got some great regional press before the race, some shout-outs from the announcers, and a social media boost from the Coke racing team drivers. More importantly, the smile and feeling of “I can’t believe we’re doing this!” was shared by the agency team and lucky race fans alike.
(Team credit: AD: L. Taylor, CW: S. Chase, GCD: K Gosselin, Production: Momentum)
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