Sara Lee Coffee & Teaannounces

Andrew Feit, Managing Director of Corporate Marketing from NASCAR's New York Office introduced Hills Brothers Coffee as the new 2002 title sponsor with the name of the series becoming the Hills Bros. All Pro Series.

Feit introduced Mauro Calcano, Hills Brothers Coffee Vice President of Human Resources & Sports Director who spoke on behalf of the new sponsor.

……is the place to be!

NASCAR ConsumerProgram

• Why NASCAR?

•41% of fans switch brands when a company becomes a NASCAR sponsor

• 72% of spectators say they consciously purchase NASCAR sponsor products

• Second to only the NFL as the most watched sport in the US

NASCAR Sponsorship

• Primary Sponsor of the Winston Cup Car

• Driver – Hut Stricklin

• Owner – Bill Davis Racing

• Hills Bros is also a Promotional Sponsor of

NASCAR Consumer Program

• Calendar Year 2002

•Kicked off Racing Season with “Win A Dream Home” Sweepstakes

•Communicated via two FSIs, website, Under-the-Lid coupons, and In-store POS

•Over 1 million entries to date

NASCAR Consumer Program

• Radio and Billboards have supported consumer efforts in NASCAR markets

• Coupons with Sweepstakes entry and $0.55 coupon have been placed Under-The-Lid in 1,000,000 cans

•Promotional packaging

NASCAR Merchandising Program

• Account Specific Program are created for all regions where races take place