[et_pb_section fb_built=”1″ _builder_version=”4.8.2″ _module_preset=”default” background_enable_color=”off” use_background_color_gradient=”on” background_color_gradient_start=”#505759″ background_color_gradient_end=”#ffffff” background_color_gradient_direction=”90deg” background_color_gradient_start_position=”50%” background_color_gradient_end_position=”50%” custom_padding=”100px||100px||true|false” border_radii=”off||25px|25px|”][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_column type=”3_5″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_image src=”https://volumepr.com/wp-content/uploads/2021/01/portfolio-img-bigmo.jpg” title_text=”portfolio-img-bigmo” align=”center” _builder_version=”4.8.2″ _module_preset=”default” animation_style=”slide” animation_direction=”left” border_radii=”on|10px|10px|10px|10px”][/et_pb_image][/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_text _builder_version=”4.8.2″ _module_preset=”default” header_text_color=”#71B790″ header_font_size=”70px” animation_style=”slide” animation_direction=”right”]

Big Mo’/NASCAR

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_row _builder_version=”4.8.2″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.8.2″ _module_preset=”default”][dnxte_text_divider dnxt_divider_text=”Overview” heading_tag=”h2″ text_divider_style=”solid” text_divider_color=”#71B790″ text_divider_weight=”5px” divider_text_aligment=”right” _builder_version=”4.8.2″ _module_preset=”default” dnxt_divider_fonts_text_color=”#71B790″ dnxt_divider_fonts_font_size=”50px” animation_style=”slide” animation_direction=”left”][/dnxte_text_divider][/et_pb_column][/et_pb_row][et_pb_row column_structure=”1_5,1_5,3_5″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_column type=”1_5″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_blurb title=”Consumer” image=”https://volumepr.com/wp-content/uploads/2021/01/009-discuss-2.png” image_max_width=”60px” module_class=”cs_category” _builder_version=”4.8.2″ _module_preset=”default” header_font=”||||||||” header_text_align=”center” header_text_color=”#FFFFFF” header_font_size=”26px” header_line_height=”1.4em” background_color=”#71B790″ custom_margin=”||0px||false|false” custom_padding=”25px|25px|15px|25px|false|true” animation_style=”slide” animation_direction=”top” border_radii=”on|8px|8px|8px|8px”][/et_pb_blurb][/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.8.2″ _module_preset=”default”][/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_text _builder_version=”4.8.2″ _module_preset=”default” text_orientation=”right”]

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.

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.2″ _module_preset=”default” background_color=”#505759″ use_background_color_gradient=”on” background_color_gradient_start=”#71b790″ background_color_gradient_end=”#f4f4f4″ background_color_gradient_direction=”270deg” background_color_gradient_start_position=”50%” background_color_gradient_end_position=”50%”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.7.5″ _module_preset=”default”][et_pb_column type=”1_2″ _builder_version=”4.7.5″ _module_preset=”default”][dnxte_text_divider dnxt_divider_text=”Problem” heading_tag=”h2″ text_divider_style=”solid” text_divider_color=”#71B790″ text_divider_weight=”5px” divider_text_aligment=”left” _builder_version=”4.8.2″ _module_preset=”default” dnxt_divider_fonts_text_color=”#505759″ dnxt_divider_fonts_font_size=”50px” custom_margin=”|||0px|false|false” animation_style=”slide” animation_direction=”right”][/dnxte_text_divider][et_pb_text _builder_version=”4.8.2″ _module_preset=”default”]

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.

[/et_pb_text][/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.7.5″ _module_preset=”default”][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.2″ _module_preset=”default” background_color=”#FFFFFF”][et_pb_row _builder_version=”4.7.5″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.7.5″ _module_preset=”default”][dnxte_text_divider dnxt_divider_text=”Solution & Results” heading_tag=”h2″ text_divider_style=”solid” text_divider_color=”#71B790″ text_divider_weight=”5px” divider_text_aligment=”right” _builder_version=”4.8.2″ _module_preset=”default” dnxt_divider_fonts_text_color=”#71B790″ dnxt_divider_fonts_font_size=”50px” animation_style=”slide” animation_direction=”left”][/dnxte_text_divider][/et_pb_column][/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_column type=”1_3″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_blurb title=”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” use_icon=”on” font_icon=”%%45%%” icon_color=”#71B790″ icon_placement=”left” _builder_version=”4.8.2″ _module_preset=”default” header_text_color=”#505759″ header_font_size=”20px” header_line_height=”1.1em” animation_style=”zoom” animation_direction=”left”][/et_pb_blurb][/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_blurb title=”Secured media impressions totaled nearly 52 million” use_icon=”on” font_icon=”%%45%%” icon_color=”#71B790″ icon_placement=”left” _builder_version=”4.8.2″ _module_preset=”default” header_text_color=”#505759″ header_font_size=”20px” header_line_height=”1.1em” animation_style=”zoom” animation_direction=”left”][/et_pb_blurb][/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.8.2″ _module_preset=”default”][et_pb_text _builder_version=”4.8.2″ _module_preset=”default” text_orientation=”right”]

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.

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