The NASCAR race at Daytona International Speedway this summer may be sponsored by Pepsi, but Coca-Cola promises it will make its presence known on the track.
Competing in the Pepsi 400 on July 3 will be eight drivers in cars wrapped to promote Coke’s new C2 low-carb, low-calorie cola drink, making it one of Coca-Cola’s largest race weekend NASCAR promotions in the history of the company.
The Coca-Cola C2 cars will be driven in the Nextel Cup race by members of the Coca-Cola Racing Family, including Tony Stewart (No. 20), Bill Elliott (No. 98), Ricky Rudd (No. 21), Kurt Busch (No. 97), Greg Biffle (No. 16), Jeff Burton (No. 99), John Andretti (No. 1), and Kevin Harvick (No. 29).
The C2 race cars will each feature a unique take on the brand’s signature red and black colors, and the drivers will wear Coca-Cola C2 fire suits as well.
Coke will also hold on-site sampling opportunities in and around the Daytona area over Independence Day weekend.
An extensive line of Coca-Cola C2-themed racing collectibles has been created by Action Performance, Team Caliber and other suppliers to commemorate the program, including die-cast cars, clothing and other items. A portion of proceeds from the sale of Coca-Cola C2 merchandise will be donated to a NASCAR-related charity.
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