When it comes to the most legendary marketing rivalries in history, the battle between Pepsi and Coca-Cola takes first place. These two giants aren't just vying for share of the soft drink market—their advertising campaigns have been shaping pop culture, influencing sports (including auto racing) and even setting trends in automotive advertising for decades. But how exactly does soda relate to the world of cars?
At first glance, soft drinks and cars have little in common. However, a deep analysis shows: brands use the auto industry as a powerful promotion channel. Sponsorship Formula 1, placing logos on racing cars, integrating them into commercials with cars - all this is part of the strategy. Moreover, PepsiCo and Coca-Cola spent more than $120 million on motorsports advertising in 2023, up 18% from 2022. In this article we will look at how their campaigns work, what creative moves are used and why this is important for car owners.
Historical excursion: how Pepsi and Coca-Cola entered the auto industry
First steps Coca-Cola in motorsports date back to the 1950s, when the company began sponsoring local races in the United States. But the real breakthrough came in the 1980s, when the brand signed a contract with NASCAR - America's most popular racing series. Logo Coke appeared on the cars of legendary drivers such as Richard Petty, and later on tracks around the world.
Pepsi responded symmetrically, but relied on the international market. In the 1990s, the company became the title sponsor of the team Williams in Formula 1, and its blue logo appeared on the cars driven by Damon Hill and Jacques Villeneuve. This move allowed the brand to strengthen its position in Europe and Asia, where Coca-Cola traditionally dominated.
- 🏁 1983 — Coca-Cola becomes the official drink NASCAR, having signed a contract for $50 million.
- 🚗 1997 — Pepsi sponsors the team Williams-Renault in F1, investing $30 million per season.
- 💰 2005 — both companies are starting to advertise at gas stations linking drink consumption to driving.
Fun fact: in the 2000s Pepsi even released a limited edition of cans featuring racing cars Ferrari and Porsche, which was the first step towards merging auto and beverage brands in the minds of consumers.
Sponsorship in motorsports: who spends more and on what?
Now Coca-Cola and PepsiCo are among the top 5 largest motorsports sponsors, second only to oil companies and tire manufacturers. Their budgets are distributed between Formula 1, NASCAR, IndyCar and even rally WRC. But how exactly is this money spent?
| Brand | Racing series | Annual Budget (2026) | Key activities |
|---|---|---|---|
| Coca-Cola | NASCAR, F1 (Mercedes) | $75 million | Race title sponsor, on-track advertising, exclusive pit stop drinks |
| Pepsi | F1 (Red Bull), IndyCar | $62 million | Car branding, promotions with pilots, limited edition packaging |
| Pepsi Max | Formula E | $18 million | Team sponsorship, eco-initiatives (recycled plastic packaging) |
It is important to understand that sponsorship is not just about logos on cars. Companies are integrating into the racing infrastructure, from on-ground promotions to digital campaigns. For example, Coca-Cola in 2023 launched an AR filter that allowed fans to “try on” a pilot’s helmet Lewis Hamilton with the brand logo. Pepsi went further - organized a raffle for a trip to Grand Prix Monaco for buyers of their products.
⚠️ Attention: If you see an advertisement Pepsi or Coca-Cola on the track, this is not an accident. Brands carefully analyze the racing audience. For example, NASCAR more aimed at American middle class consumers (target audience Coke), and Formula 1 attracts international elite (focus Pepsi on premium lines).
Creative campaigns: how soda is sold through machines
Promotional videos Pepsi and Coca-Cola involving cars is a separate art. Brands use cars as a symbol of freedom, speed and lifestyle. Let's look at the most memorable examples:
- 🎬 "Pepsi & Michael Jackson" (1984) - in the clip
"Billie Jean"the king of pop dances next to Cadillac Eldorado, and the bank Pepsi becomes a key requisite. - 🏎️ "Coca-Cola Racing" (1995) - a series of videos where racing cars NASCAR"compete" with bottles Coke in the speed of the spill.
- 💥 "Pepsi Max & F1" (2010) — campaign with the participation of pilots Red Bull, where a can of drink "explodes" with adrenaline on the track.
The campaign stands out Coca-Cola 2018 — "Taste the Feeling", where cars acted not as transport, but as part of an emotional experience. For example, in one of the videos a couple on Ford Mustang stops at a roadside cafe for a drink Coke and enjoy the moment. This approach showed how the brand connects the drink with automotive lifestyle.
Why are retro cars often used in advertising?
Brands are turning to nostalgia: retro cars (eg. Chevrolet Bel Air or Volkswagen Beetle) evoke warm memories among viewers 40-50 years old, who are the key audience for soda. In addition, such cars are associated with the "Golden Age" of America, when Coca-Cola and Pepsi were just gaining popularity.
Hidden marketing: how brands influence car owners
Have you ever wondered why some gas stations Pepsi costs less than Coca-Cola, or why do cafes at car dealerships only serve one of these drinks? This is not an accident, but the result of long-term contracts.
Companies enter into exclusive agreements with:
- 🛢️ Gas station networks (for example, PepsiCo cooperates with Shell in Europe).
- 🏢 Car dealerships (at dealerships Toyota you can often see machines with Coca-Cola).
- 🎮 Car simulators (in games Gran Turismo or Forza Horizon advertisements for both brands were posted).
In 2026, 68% of US car owners admitted that they choose a gas station based on the availability of their favorite drink - this is research data Nielsen. Brands understand this and actively work with loyalty: for example, Pepsi launched a cashback program for drivers who buy drinks at partner gas stations.
If you often travel long distances, pay attention to promotions Coca-Cola or Pepsi at gas stations. Often, you can get a discount on coffee or snacks along with a drink - this will help you save on your trip.
Cars in packaging: how Pepsi and Coca-Cola sell cars
One of the most unexpected moves is the release of limited editions of cars in the brands’ signature colors. For example:
- 🚘 Chevrolet Camaro"Pepsi Generation" (2016) - a special version with blue and red paint and logos on the body.
- 🏎️ Ford Mustang"Coca-Cola Red" (2020) - exclusive for collectors, released in an edition of 500 pieces.
But this is not just a marketing gimmick. Such machines become objects of investment: for example, Camaro"Pepsi" 2016 is now sold at auctions at 30-40% more expensive than the standard version. Brands understand that car enthusiasts are willing to pay for uniqueness and are actively taking advantage of this.
In addition, the companies cooperate with tuning studios. In 2023 Pepsi presented the project with West Coast Customs - the famous workshop from the program "Pimp My Ride". They remade Tesla Model S into the "electric car of the future" with an integrated refrigerator for Pepsi Max.
Check the VIN number on the manufacturer's website | Look for branded stickers on the body or interior | Check the model's circulation (usually no more than 1,000 pieces) | Pay attention to unique colors (for example, "Pepsi Blue" or "Coke Red")
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Legal wars: who violates advertising rules
Competition between brands does not always remain within the law. Over the past 20 years Pepsi and Coca-Cola were repeatedly sued due to false advertising, including those related to cars. For example:
- ⚖️ 2008 — Pepsi accused Coca-Cola that she placed billboards with the inscription
"Pepsi is for those who don't know anything about drinks"next to the highway Daytona 500. - ⚖️ 2015 — Coca-Cola sued Pepsi for using a similar font on cans depicting racing cars.
- ⚖️ 2022 — both companies received fines for hidden advertising in auto vlogs on YouTube (bloggers did not indicate sponsorship).
The issue is especially acute with product placement at the drive-in cinema. For example, in the film "Fast & Furious 7" (2015) heroes drink Pepsi, although according to the plot they should have been drinking Coca-Cola (sponsor of previous parts of the franchise). This led to a scandal and reshoots of several scenes.
⚠️ Attention: If you are shooting a video with a car for YouTube or TikTok and drink soda in the frame, make sure that this does not violate the platform’s rules on hidden advertising. In 2023 FTC (US Federal Trade Commission) has tightened the requirements: now even mentioning a brand without the hashtag #ad can be considered a violation.
The Future: How Soda Advertising in the Auto Industry Will Change
With the development of technology strategies Pepsi and Coca-Cola also evolve. Here are the key trends for 2026-2026:
- 🤖 AI and personalization — companies will analyze data from the car’s on-board computer (with the owner’s consent) in order to offer drinks at gas stations based on route and preferences.
- 🌍 Environmental friendliness — PepsiCo has already announced that by 2026 all banks on the highways Formula E will be made from 100% recycled aluminum.
- 🎮 Metavers and virtual racing — brands invest in advertising in games Gran Turismo and virtual auto shows.
Interesting fact: Coca-Cola is already testing the technology "smart vending" at gas stations. Drink machines will communicate with the car's mobile app and offer discounts if the car has been stuck in traffic for a long time (data taken from Google Maps or Apple CarPlay).
The main takeaway: Pepsi and Coca-Cola advertising in the auto industry are not just logos on cars. It's a complex system of integration into driving culture, where brands influence the choice of gas stations, the purchase of cars and even the videos we watch about cars.
FAQ: Frequently asked questions about Pepsi and Coca-Cola advertising in the auto industry
Why are there so many soda ads on race cars?
Racing is watched by millions of people and brands want to be associated with speed, victory and adrenaline. In addition, sponsorship in motorsport is cheaper than, for example, in football - with the same audience coverage. For example, a logo on a car Formula 1 costs about $1-2 million per season, while a stadium in NFL — $10-15 million per year.
Which company spends more on auto advertising: Pepsi or Coca-Cola?
According to Statista for 2026, Coca-Cola leads with a budget of $75 million versus $62 million Pepsi. However PepsiCo invests more actively in digital formats (social networks, streaming platforms), where the cost of contact with the audience is lower.
Can you buy a car with the Pepsi or Coca-Cola logo?
Yes, but only limited editions. For example, Chevrolet Camaro"Pepsi Generation" (2016) or Ford Mustang"Coca-Cola Red" (2020) were sold by official dealers. Today they can be found at auctions (for example, Bring a Trailer) or from collectors. Prices start at $50,000.
How do brands track the effectiveness of on-piste advertising?
Companies use several metrics:
- 📊 Brand lift — surveys of spectators before and after the race on logo recognition.
- 📈 Social networks — analysis of hashtag mentions (#PepsiRacing, #CokeNASCAR).
- 💳 Sales — growth in volumes in the regions where the races took place.
For example, after Grand Prix Miami 2023 sales Pepsi Max in Florida rose 12% for the week.
Is it legal to put soda logos on your car?
Yes, if it is not for commercial use. You can put a sticker Coca-Cola or Pepsi to your car for personal purposes. However, if you start racing or making content for monetization (for example, YouTube), this can already be considered advertising, and approval from the brand will be required.