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Special Project

Special Project
From the 15th Annual Shorty Awards

Coca-Cola Racing’s Paint Scheme Emoji Tease

Entered in Emojis


Every NASCAR season, race fans look forward to seeing their favorite drivers debut new & unique paint schemes on their cars. Coca-Cola paint schemes in particular carry a prestigious legacy as they have been driven by several icons in the sport. In July 2022, 3x DAYTONA 500 Champion Denny Hamlin, in his 17th year as a sponsored driver in the Coca-Cola Racing Family, was set to drive a Coca-Cola paint scheme on his No. 11 car for the very first time in the NASCAR Cup Series, the highest level of the sport. As paint-scheme reveals are consistently a huge opportunity for social engagement, the Coca-Cola Racing social team challenged themselves to create a unique ‘tease & reveal’ roll out plan to unveil the paint scheme to its followers and the NASCAR community at large.  


They landed on a tease concept that covered a digital render of the paint scheme with Coca-Cola themed emojis – red, black, and white hearts, soda cups, and ice cubes. The ice cube emoji is transparent, and was used strategically to allow fans to zoom in on the car and find clues to what the paint scheme would look like and who would be driving it. 

Strategy and Execution

TEASE: Building Anticipation & Starting Conversation 

REVEAL: Collaborating with Partners  

RACE DAY: Start your engines! 



Entrant Company / Organization Name

160over90, The Coca-Cola Company


Entry Credits