Introducing The Coca-Cola 'Racing Family'

11 February 1998
Introducing The Coca-Cola 'Racing Family'

                New agreement links ten top NASCAR drivers to
                       'Official Soft Drink' of NASCAR

    DAYTONA BEACH, Fla., Feb. 11 -- Coca-Cola is running with a
fast crowd -- a team of ten of the hottest NASCAR drivers on the Winston Cup
circuit.  The Coca-Cola Company today announced the creation of the
Coca-Cola Racing Family featuring Dale Earnhardt, Dale Jarrett, Bobby Labonte,
Bill Elliott, Jeff Burton, Kyle Petty, Todd Bodine, Ricky Rudd, Kenny Irwin
Jr., and Steve Park.  The Coca-Cola Racing Family is the cornerstone of
Coca-Cola's NASCAR involvement in 1998 and beyond.  Coca-Cola Racing Family
members will be participating in a host of activities on behalf of Coca-Cola
designed to put racing fans in the "driver's seat."
    Some of the drivers' family members also will be part of the Coca-Cola
Racing Family, including three generations of Jarretts: Ned, Dale, and his
son, Jason, as well as Dale's wife, Kelley; Kyle Petty's wife, Pattie, and
son, Adam; and Dale Earnhardt's wife, Teresa, and son, Dale Jr.  Adam Petty,
Dale Earnhardt Jr., and Jason Jarrett are rising stars in their own right in
NASCAR's Busch Series.
    "The Coca-Cola Racing Family" celebrates the fans' passion for motorsports
and good times spent at NASCAR events with friends and family," said
Steve Koonin, vice president, presence marketing, The Coca-Cola Company.
"Through the Coca-Cola Racing Family we will link fans with their favorite
drivers and families in a variety of new and exciting ways."
    NASCAR fans will have the opportunity to catch a close-up view of the
Coca-Cola Racing Family when they are officially unveiled at Coca-Cola's
NASCAR-themed attraction at the Executive Airport, near the Daytona track.
Coca-Cola Racing Family drivers, as well as popular Busch drivers, will make
special appearances at the Coca-Cola stage on Feb. 12-14.  Music groups will
perform following the driver appearances.
    The Coca-Cola NASCAR-themed venue also offers fans a variety of activities
and entertainment.  Fans can experience the thrill of NASCAR racing at the
Coca-Cola NASCAR simulators, featuring five NASCAR racing cockpits that pit
fans against each other on real Winston Cup tracks.  Coca-Cola's famous
customized Harley Davidsons, complete with sidecars in the shape of Coke's
signature contour bottle, will be on display, and Coca-Cola Refreshment Crews
will be out in force in special "Refreshment Vehicles" to keep fans revved-up
and refreshed with Coca-Cola, t-shirts, hats and tickets to NASCAR events.
The Coca-Cola NASCAR-themed attraction is free and open to the public.
    NASCAR fans throughout the Southeast will begin to see the Coca-Cola
Racing Family on billboards, on life-size vending machines and
point-of-purchase displays, on Coca-Cola classic packaging and in pre-feature
entertainment videos at local cinemas.  In addition, the Coca-Cola Racing
Family will be featured in an extensive print, television, radio and online
advertising campaign.  Signature NASCAR and Coca-Cola Racing Family licensed
merchandise -- everything from clothing and caps to trading cards and
collectibles -- also will be available at tracks, NASCAR events, Coca-Cola
retail stores and other outlets.
    Coca-Cola classic signed on to become the "Official Soft Drink" of NASCAR
racing beginning January 1, 1998.  The comprehensive, five-year agreement is
part of The Coca-Cola Company's long-established strategy to join with sports
and entertainment properties that are meaningful to the people who drink its
products.  Central to this approach is activation through marketing programs
that build its business by bringing fans closer to their favorite sports and
their favorite soft drinks.
    Through its associations with tracks and racing teams, The Coca-Cola
Company and its bottling partners have been involved in NASCAR for more than
30 years.  The Company is title sponsor of the Coca-Cola 600 in Charlotte and
the NASCAR Busch Series Coca-Cola 300 race in Dallas.  The Company sponsored
cars from 1969-76 and 1990-94 under the Coca-Cola and Mello Yello brands,
respectively.

SOURCE  Coca-Cola Company