"NASCAR is looking for a new refresh for its brand. And to make their vision a reality, it has partnered with 72andSunny, an LA-based agency. At the core of this new identity is an objective to "reintroduce its brand in a way that plays up its rebellious, Americana roots, satisfying its core fan base while reaching new audiences." Moreover, NASCAR is also eyeing to climb the popularity charts among the blue-collar fans, which they've lost due to rising ticket prices and changing entertainment habits."
"The entire idea of this back-to-roots campaign will be built around a bold two-word headline that you'll find in the comment section of any video remotely related to cars: "Hell yeah." This was shared with the sponsors and executives at its Fuel for Business meeting in New York, where a rough-cut spot with some of the sport's most historic drivers was also screened."
"Under the hood, though, the "Hell Yeah" campaign is meant to satisfy the core audience while also being ever so welcoming to the new one. The initiative instantly sparked a lot of social media buzz as Adam Stern shared, "@NASCAR has developed a back-to-roots marketing campaign that has the tagline, "Hell Yeah," per people familiar, as the racing series prepares its branding efforts for the 2026 season.""
The 2026 plan calls for a brand refresh led by a partnership with LA-based agency 72andSunny to emphasize rebellious Americana roots. The objective centers on reintroducing the brand to satisfy longtime fans while welcoming new audiences. The campaign targets lapsed blue-collar fans affected by rising ticket prices and shifting entertainment habits. The core creative hinges on a bold two-word rallying cry, "Hell Yeah," and a rough-cut spot featuring historic drivers was screened at a Fuel for Business meeting in New York. The internal message channels speed, tradition, and pride and has generated social media buzz, though the creative has not been publicly released.
Read at EssentiallySports
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