The great cola war of 2008
Bob Pockrass
Bob Pockrass began covering NASCAR in 1992, primarily covering short-track racing and events. He has worked for Street & Smith's Motorsports Group since 2003.
DAYTONA BEACH, Fla. - Let the cola wars begin.
This is the first year that the race long known as the Firecracker 400 is being called the Coke Zero 400 after decades of being called the Pepsi 400.
And if you don’t think that this marketing of race names is serious business, you’re mistaken.
Pepsi may be gone from the track, but the cola and its Amp energy drink have engaged in some ambush marketing around the event that's sure to be seen by everyone heading to the race.
The main grandstand area at Daytona International Speedway is fairly close to a busy street that has a few strip malls and several shops. The city light poles that line the street on the edge of the speedway property have a place on them for small, skinny vertical banner-type flags.
The banners say, “Welcome To The City Of Daytona Beach.” Underneath the wording is either a Pepsi logo or an Amp logo, with the logos alternating from pole to pole.
It’s a way for Pepsi and Amp to get their logo virtually on the border of the speedway’s grounds.
The city has a typical official vendor contract with Pepsi, which was signed in January 2007. According to The Daytona Beach News-Journal, Pepsi agreed to give the city $2.65 million over 10 years with $1.56 million in cash with the rest in advertising and services.
Apparently Pepsi found a good way to spend some of that advertising money.
It will be interesting to see how the France family reacts to the banners on the flagpoles, though they might not be able to do much about them.
But don’t be surprised if there are some signs for Coca-Cola somewhere near California Speedway and its Pepsi 500 on Labor Day weekend.
Cola wars. Gotta love them.
