Celebrating a quarter-century-long partnership, Coca-Cola has launched a captivating ‘Legends’ content series to honor its NASCAR racing family’s legacy. Since 1998, Coca-Cola has been not just the official soft drink of NASCAR but a pivotal part of the racing culture, fostering relationships with icons like Dale Earnhardt Sr. and Danica Patrick.
The ‘Legends series, which reunites storied drivers such as Kyle Petty, Dale Jarrett, Jeff Burton, and Bobby Labonte, takes a more personal approach by delving into the drivers’ narratives and their times with Coca-Cola. This unique initiative veers away from conventional marketing, leveraging the authenticity of storytelling to engage fans on social platforms.
Coca-Cola’s senior marketing manager Al Rondon believes the magic formula lies in simplicity: giving these legends a platform to share their candid stories. The engaging discussions, which even touch on humorous anecdotes like racing logistics (such as the ever-popular “bathroom break” question), have resonated with audiences, amassing over 15 million views with a stellar 12% engagement rate—a significant leap from the industry’s expected 3-5%.
This intimate, conversational series has premiered its final episode today, encapsulating the essence of the long-standing bond between Coca-Cola and NASCAR. The impressive viewership numbers underline the success of this heartfelt celebration of a 25-year journey, orchestrated with the creative expertise of 160over90, the long-term agency partner instrumental in driving the campaign’s impact.
Reflecting on the enduring relationship that has weathered the test of time much like the most steadfast of marriages, Amy Creech, vice president of 160over90, highlights the profound synergy that has been key to the program’s success. As the series concludes, it marks a milestone anniversary and reinforces the deep-seated camaraderie and shared history that Coca-Cola and NASCAR have built over the decades.