Bebida Beverage Company (BBDA)

[Jamesmobile]

BBDA definitely uses racing as a method of advertising. I don't see fault in this. Apple advertises new products long before they hit the shelf to increase awareness and demand. IMO, BBDA is using a similar tactic to increase interest and brand recognition. The timing might not have been appropriate given, as you said, they did not have the products readily accessible. Either way, customers might actually purchase the drinks if they come across them in a store now because they recognized the logo on one of the race cars. As for using racing to advertise, or any other sport, many companies do so to target certain audiences. A good example is Superbowl commercials because there is a very large audience at that time.

If planned and executed properly, these methods of advertising can be very successful. Even if BBDA did not have a successful marketing campaign with race cars, the company was testing the waters and trying to find the best methods to promote its products.