In May, Sunoco formally debuted its ’16 Essence of Racing marketing campaign, which plays off of how the sense of sound plays a part in the motorsports experience. The Essence of Racing platform, which debuted last year when Sunoco focused on the sense of smell and made waves with its racetrack-scented cologne, again sees Sunoco activate against its official NASCAR, IndyCar and NHRA deals.
Like last year, the company has shot three different black-and-white ads, one for each series. The NASCAR ad debuted Saturday night during the Sprint All-Star Race. Sunoco, which again worked with NASCAR’s Jimmie Johnson, IndyCar’s Graham Rahal and the NHRA’s Courtney Force (who is now married to Rahal) for the spots, with the most recent rolling out during the Indianapolis 500.
Read the story in Media Post (June 2016) here: http://bit.ly/1YgdF4R
Read the story in SBJ (May 2016) here: http://bit.ly/1TKru9F