Commentary

NASCAR Jumping for Jack

NASCAR races offer fast cars, superstar drivers, enthusiastic fans, and miles and miles of advertising, all competing for attention. Yet creative marketers can still find ways to make their brands stand out from the rest.

Take, for example, Jack Daniels, a regular NASCAR sponsor. To promote its "Pace Yourself. Drink Responsibly" message, the whiskey company started distributing full-size flags bearing its familiar black-and-white trademark.

Flags now float above campgrounds surrounding the race tracks of the 40-race circuit; NASCAR enthusiasts fly them high from towering stands hooked up to RVs.

"We try to get them in the hands of consumers we know are friends of the brand - folks who have respect for Jack Daniels and will fly the flags with pride," says Dave Stang, national sponsorship director for Jack Daniels. "It's just another extension of our efforts to promote our responsibility message," he says.

Next story loading loading..