Sponsor to chase victory without winning kids over
Victory Brand, the sponsor of ppc Racing's new Nextel Cup operation, has vowed to take a responsible approach to promotional activities relating to its backing of John Andretti's Ford entry.
The company, manufacturers of only the second cigarette brand to break into NASCAR's primary series, has vowed that, despite using the sport to broaden its reach - and, hopefully, sales - it would not actively target anyone outside legal age. Instead, it aims to use if sponsorship to persuade brand switching among adult supporters.
Victory Brand, the sponsor of ppc Racing's new Nextel Cup operation, has vowed to take a responsible approach to promotional activities relating to its backing of John Andretti's Ford entry.
The company, manufacturers of only the second cigarette brand to break into NASCAR's primary series, has vowed that, despite using the sport to broaden its reach - and, hopefully, sales - it would not actively target anyone outside legal age. Instead, it aims to use if sponsorship to persuade brand switching among adult supporters.
"We are a very age-sensitive company," insisted CEO Steve Swick, "Our corporate policy expressly forbids marketing aimed at anyone other than smokers of legal age. That is an area both Victory Brand LLC and ppc Racing have discussed in full, and neither of us wants to sway from that.
"Our message is simple - 'if you are of legal age and you are a smoker, please try the VB brand cigarette'. We think race fans will like the quality and we're confident they will switch."
