At the Coca-Cola 500 NASCAR race, Pepsi gives hats to spectators as they enter the racetrack.Each person willing to wear the hat during the race was given a coupon for a free Pepsi product.A television camera captures various people in the crowd wearing the hat, with the Pepsi logo prominently displayed.What is Pepsi engaging in?

Question

Quizplus · Accepted Answer

Pepsi is engaging in ambush marketing by promoting their brand in a setting normally associated with their rival brand, Coca-Cola. By giving out hats and coupons, they are attempting to steal attention from Coca-Cola's sponsorship of the race. The use of the Pepsi hats with the prominently displayed logo is a deliberate attempt to create awareness of the Pepsi brand for potential customers.

At the Coca-Cola 500 NASCAR Race, Pepsi Gives Hats to Spectators