STP this morning released the first in a digital video series called "Inside NASCAR," part of a new ad buy with NBC Sports. The 10-part series, hosted by NBC Sports NASCAR analyst and STP endorser Steve Letarte, touches on the various ways in which science plays a role in NASCAR and how STP products are involved. The spots will run through September, distributed on NBC Sports' digital and social channels. STP also will run 30-second spots during NBC's NASCAR race coverage, which begins next month.
STP had not done a major media buy for years. STP VP/Marketing Jamie Kistner said that the brand was looking this year to educate NASCAR fans about its products, because it has a high brand awareness but people are less familiar with the company's offerings.