NASCAR superstar Dale Earnhardt Jr. created a chocolate bar called Big Mo’ and was seeking a media and launch strategy to introduce the new product to racing fans and to candy lovers. Volume PR was enlisted to create a sweet, creative approach to reach this niche market.


Introducing a new candy bar in a crowded, hyper-competitive space can be a challenge even with the name recognition of Dale Earnhardt Jr. However, Volume’s challenge was made even more complex due to Earnhardt’s lack of participation in the product’s marketing efforts.

Solution & Results


Within two months of Volume PR’s launch, Dale Jr.’s Big Mo’ candy bar received multiple full-page print features plus broadcast and online media spanning the United States and Canada


Secured media impressions totaled nearly 52 million

Volume PR developed a creative campaign that leveraged the name and notoriety of the candy bar’s namesake, without a need to engage the actual racing star himself. The unconventional approach successfully secured  dozens of media opportunities, both with mainstream media and NASCAR-focused media.