Changing times led to Petty-Budweiser ad campaign
Jeff Owens
Jeff Owens has been covering NASCAR since 1991 and began covering the circuit full time in 1993. He has been with Street & Smith's Sports Group since 1998.
My how times have changed.
Richard Petty used to decline any sponsorship or marketing promotion that involved alcohol or alcohol-related sponsors.
Petty Enterprises cars didn’t even carry the Busch decal when the company sponsored the Busch Pole Award, making the team and its drivers ineligible for the award and prize money when it won a pole.
Now, in these changing times, Petty is about to have his image plastered on Budweiser billboards, T-shirts and in advertisements everywhere.
Petty, whose Richard Petty Motorsports team now owns Kasey Kahne’s Budweiser-sponsored car, is the new spokesman for Budweiser’s responsible-drinking campaign.
“Designated Drivers … Preferred By Kings Everywhere,” the ads proclaim.
It’s a coup for Budweiser to be able to build a marketing program around the most famous man and name in auto racing. It could be Anheuser-Busch’s most popular campaign since it backed Dale Earnhardt Jr.
Still, it’s strange to see a man who stood by his principles for years and shunned alcohol sponsors now having his face plastered on Budweiser T-shirts and billboards.
Does that mean that Petty has compromised his principals?
No, it means that in today’s tough economy and difficult marketing/sponsorship environment, everyone has to adjust and consider programs that were once off limits.
At least Petty is sending a positive message with his campaign, encouraging drinkers to use designated drivers.
Still, it’s strange to see the King become the King of Beers.
My how times have changed.
