The Coca-Cola Co. is to launch a ‘track walks’ programme as part of the Daytona 500 NASCAR rally.

Coca-Cola Family Track Walks is a season-long programme, the firm said on Friday (5 February), and will allow fans to take the first lap of the day alongside some of the NASCAR drivers at Daytona International Speedway.

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Coca-Cola Racing Family drivers Jeff Burton, Clint Bowyer, Elliott Sadler and three-time Daytona 500 winner Dale Jarrett will be lead the event, which takes place prior to “The Great American Race” on 14 February.

Coca-Cola Family Track Walks will also be held at several other venues throughout the season, including Atlanta Motor Speedway, Charlotte Motor Speedway, Richmond International Raceway and Chicagoland Speedway.

“By giving fans and their families exclusive access to walk on a real racetrack where NASCAR drivers will compete later that day, we’re offering them a simple and fun way to celebrate their favourite sport,” said Caren Pasquale Seckler, assistant vice president, Coca-Cola brand and trademark strategy, Coca-Cola North America.

Upcoming events and tips, sweepstakes and content on drivers can be viewed at www.mycokerewards.com.

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Last summer, Coca-Cola launched the latest in a series of Nascar-related adverts for its Coca-Cola Zero brand, to coincide with the brand’s fourth anniversary.

The theme of the advert was a continuation of previous campaigns, in which brand managers for the firm’s flagship soft drink, Coca-Cola, attempt to thwart the Nascar drivers who advertise Coke Zero.

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