“The King” of NASCAR and the “King of Beers” are joining forces to encourage adult race fans cheering on their favorite NASCAR drivers to drink responsibly.
Richard Petty, the most decorated driver in the history of NASCAR, and Anheuser-Busch announced that they are teaming up on a new Budweiser responsibility campaign aimed at reminding fans to use a designated driver. The new campaign is being launched nationwide this week in time for Sunday’s NASCAR race in Charlotte.
“Racing is about winning, and we think it’s important to remind fans that everyone wins by choosing a designated driver,” said Petty. “We’re very excited to work with Anheuser-Busch to help make sure everyone gets home safely on race day and anytime their activities include alcohol.”
The campaign materials read, “Designated Drivers…Preferred By Kings Everywhere,” and include the text, “The King of the Road and the King of Beers remind you to choose a designated driver. Two out of three American adults have been or have used a designated driver. Thanks for making sure everyone gets home safely.”
“It’s truly an honor for us to partner with Richard on this important message to race fans,” said Carol Clark, Anheuser-Busch’s vice president of Corporate Social Responsibility. “Choosing a designated driver is a sure route to victory lane.”
According to a survey conducted by TNS Custom Research, two out of three American adults-137 million people-said they have been or used a designated driver, and nine out of 10 American adults believe designated drivers are an excellent or good way to help reduce drunk driving.
The campaign materials include a print ad, outdoor board, T-shirt and sign-making materials. Budweiser’s more than 600 wholesalers nationwide will use these materials locally in their markets at retailer locations, racing venues, in publications and through other promotional race-related outlets. Drivers in the Charlotte area will be able to see the debut of the outdoor board as they travel northbound on I-85 toward Lowe’s Motor Speedway during the Memorial Day weekend.
Since 1982, Anheuser-Busch and its nationwide network of 600 wholesalers have invested more than $750 million in national advertising campaigns and community-based programs to promote responsible drinking and prevent alcohol abuse. In 2009, the company ranked first among all companies for social responsibility in FORTUNE magazine’s “World’s Most Admired Companies” list.