NASCAR fuels Coca-Cola promotions

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Friday, Feb. 27, 1998 | 12:01 p.m.

FAMILY AFFAIR: Coca-Cola's latest marketing move in NASCAR is getting more than drivers involved.

The Coca-Cola Racing Family features Winston Cup drivers Dale Earnhardt, Dale Jarrett, Kyle Petty, Bobby Labonte, Bill Elliott, Jeff Burton, Todd Bodine, Ricky Rudd, Kenny Irwin Jr. and Steve Park.

The marketing program will include billboards, life-size vending machines, displays, packaging, pre-feature entertainment videos at cinemas and an extensive print, television, radio and online ad campaign.

Drivers' families will also be part of the campaign, including three generations of Jarretts: Ned, Dale and his son, Jason; Dale's wife, Kelley; Petty's wife, Pattie, and son, Adam; and Earnhardt's wife, Teresa, and his son, Dale Jr.