Anheuser-Busch Issues Four NASCAR Cans

Anheuser-Busch Inc. is stepping up its ongoing support for the NASCAR race series this year by issuing four limited-edition beer cans that highlight four famous racetracks on the NASCAR circuit. During the year-long campaign, each can will be promoted in-store for six weeks around the time of the featured race. The centerpiece of the point-of-purchase material is a life-size standee of Busch's new official NASCAR spokesman, racing great Dale Earnhardt."NASCAR racing has grown in leaps and bounds in the past four years, and this year we've chosen the race series as our central promotional effort," says David English, senior brand manager for St. Louis-based Anheuser-Busch. He says the Great Tracks cans should do well because NASCAR fans love to collect race-related things. The races at the four Great Tracks featured on the cans are the Daytona 500 (February), Talladega (April), Watkins Glen (August) and Darlington (September). The tracks will be displayed on both 12- and 16-ounce cans of Busch and Busch Light.For each can promotion, retailers simply slip a new advertising poster into a "window" on the Dale Earnhardt standee. Counter cards, cooler stickers and banners round out the P-O-P materials.The Great Tracks promotion is part of a larger, ongoing Busch NASCAR in-store program called the Busch Center. Point-of-sale material in the program allows retailers to build a whole Busch section in the store, and includes NASCAR take-one race schedules and posters, a motion piece of a Busch race car, and inflatables. "We've been doing this larger program for a few years now, but adding the Great Tracks series gives us more focus," says English. Busch will also be running national print, television and radio ads featuring Earnhardt during each six-week Great Tracks promotional period."In the beer business, retail display is the name of the game, and we've been happy with the outstanding reaction we've gotten so far from retailers," says English.

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