Coca-Cola receives NASCAR Marketing Achievement Award

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On Thursday, the Coca-Cola Company was awarded the 2013 NASCAR Marketing Achievement Award at the NASCAR NMPA Myers Brothers Awards Luncheon held in the Encore Ballroom at Wynn Las Vegas. This marked the third time Coca-Cola has achieved this award, the first time any company has won that.

Since 1998, although Coca-Cola has not opted to go the primary sponsorship route for any particular one driver or team, it has made an indelible impact on NASCAR’s marketing and promotion through race sponsorship, its “Coca-Cola Family of Drivers,” and other opportunities.

This year, Coca-Cola introduced a series of brand spots titled, “Coca-Cola Racing Family Road Trip,” featuring NASCAR stars Tony Stewart, Danica Patrick, Greg Biffle, Ryan Newman, Denny Hamlin and Joey Logano. The four-part series premiered during the Daytona 500 and its creative mirrored storylines that were playing out on the track throughout the season.

“The Coca-Cola partnership with NASCAR is rich in history and passionately multifaceted. We’re honored and humbled to receive this prestigious award from such a valuable partner,” said Sharon Byers, senior vice president, sports and entertainment marketing, Coca-Cola North America Group.

Some of the integrated marketing campaigns Coca-Cola participated in included a Coca-Cola Racing Family Track Walk and iHeart Radio Trace Adkins Concert in Charlotte at the Coca-Cola 600, “Coke Zero Enjoy Everything Island” on Lake Lloyd during the Coke Zero 400 at Daytona, My Coke Rewards promotions, a sweepstakes program in 180 military commissaries, retail and local market activations and an extensive at-track recycling program.

Hartley happy with ‘big progression’ on first day with Toro Rosso

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With 69 laps completed (28 in free practice one and 41 in free practice two) and respectable lap times in both sessions, Brendon Hartley quickly acclimated to a modern day Formula 1 chassis in his first run with Scuderia Toro Rosso in Friday practice for the United States Grand Prix.

The Porsche factory driver has been drafted into the team following a convoluted series of musical chairs that sees Daniil Kvyat back after a two-race absence, Carlos Sainz Jr. now at Renault and Pierre Gasly racing at the Super Formula season finale in Suzuka.

Over the time in the car today, Hartley experienced changeable conditions in FP1 before a more normal FP2, and discovered the new F1 cockpit after a day learning in the garage yesterday.

“A steep learning curve today! It all went pretty smoothly and I kept the car on track without making too many mistakes, so I’m quite happy,” the New Zealander reflected at day’s end.

“I didn’t really know what to expect from today because I just had so much to learn! I think I made quite a big progression throughout the day.

“The biggest difference from what I’m used to is the high-speed grip, it’s incredible here in Formula 1…it was quite an eye-opener! Another challenge are the tires, which are also quite different to what I’m used to. On the other hand, the long-run looks quite positive and I did a good job managing the tires there – the biggest thing I need to work on now is the new tire pace, and I’ll get another crack at it tomorrow morning before qualifying.

“All in all, I’d say it’s all coming together. We’ll now work hard and go through plenty of data tonight and hopefully I’ll make another step forward tomorrow.”

His best lap was 1.1 seconds up on Friday driver Sean Gelael, the Indonesian Formula 2 driver, in FP1 (1:39.267 to 1:40.406, good enough for 14th) and 1.1 seconds off the returning Kvyat in FP2 (1:37.987 to 1:36.761, good enough for 17th). Interestingly, the Gelael/Hartley combination in FP1 marked the second time in three races that Toro Rosso had a pair of drivers in its cars without a single Grand Prix start between them – Gasly’s debut at Malaysia was the other, when he and Gelael were in in FP1.

Coming into Friday’s running, Hartley said he was more ready for this opportunity now than he had been as a teenager. He admitted he’d called Red Bull’s Helmut Marko in the wake of Porsche’s LMP1 withdrawal news earlier this year to say he was game for any chance that might come.

“I’m a lot stronger than I was back then, basically. I wasn’t ready at 18 years old. I like to think I’m ready now,” he said.

“I haven’t driven a single-seater since 2012, but I like to think that Porsche LMP1 has hopefully prepared me well.”

As for the rest of his weekend, it’s been made more complicated by Hartley being assessed a 25-spot grid penalty, even though Hartley had done nothing to accrue the penalties.

The roundabout sequence of driver changes at Toro Rosso saw Gasly replace Kvyat, Kvyat replace Sainz, and now Hartley replace Gasly, as is outlined by NBCSN pit reporter Will Buxton below.