Kyle Busch, Kurt Busch… There’s too many Busch’s on the track; Here’s a quick fix for that this weekend at Dover International Speedway
Busch is integrated heavily with the name Harvick. They’re the proud primary sponsor of the No. 4 Monster Energy NASCAR Cup Series driver.
Marketing geniuses sit inside the beer headquarters back in St. Louis, Missouri. And at the same time, they have a lot of fun doing it.
Last year, Busch made a bet that Harvick would win the 2018 NASCAR Championship. They lost. As a result, they were forced to run a one-off millennial wrap on the race car.
But, round two of the 2019 NASCAR Playoffs are set to begin this weekend. At the top of the leaderboard sits the name Kyle Busch. Additionally, there’s Kurt Busch. There’s a lot of Busch going on.
There sits a conflict. The Busch brand simultaneously gives airtime to two of Harvick’s biggest rivals.
Anheuser-Busch is going to fix that for this one race. On and off the concrete, they’re going all in on their guy.
For this race only, everything that typically says ‘Busch’ will now say ‘Harvick’. But, the stickers on the car aren’t the only thing that will change.
Everything at Dover International Speedway that would have said Busch will now say Harvick. The drivers firesuit, the signage at the track and even the cans sold at concessions will say ‘Harvick’.
“Now, this is a paint scheme! I got my name on the car, I got my name on the beer can. I can support this one, it’s about time,” Kevin Harvick said of the paint scheme.
Are you a beer can collector? Here’s a tip. The ‘Harvick’ cans are likely to be extremely rare in a couple years.