Hendrick Motorsports Reveals Coca-Cola 600 Paint Scheme with Classic Pepsi Branding
Pepsi is leveraging its long-standing motorsports partnership and brand legacy to unveil a nostalgic paint scheme for the No. 5 Chevrolet Camaro ZL1, driven by Kyle Larson, in the upcoming Coca-Cola 600 at Charlotte Motor Speedway. The refreshed livery revives one of Pepsi’s most iconic designs from the early 2000s, offering a retro look that blends fan-favorite visual elements with a modern racing twist.
The bold blue, red, and silver design pays homage to the era when NASCAR’s popularity surged nationally, evoking memories of Jeff Gordon’s iconic Pepsi-sponsored cars. With the Coca-Cola 600 being one of the sport’s crown jewel events, the timing underscores Pepsi’s continuing strategy to align with cultural moments that drive fan engagement and brand visibility.
Kyle Larson’s car will also prominently display both the Pepsi and Hendrick Motorsports logos, solidifying the enduring relationship between the beverage giant and the NASCAR powerhouse. This marks a continuation of PepsiCo’s decades-long presence in stock car racing, utilizing race-day excitement to reinforce brand heritage and reignite nostalgia among long-time fans.
“Any time we run a special paint scheme, it gets the fans excited,” said Jeff Gordon, now Vice Chairman at Hendrick Motorsports. “This design will bring back a lot of great memories while introducing it to a new generation.”
As one of four major races in NASCAR’s calendar, the Coca-Cola 600 offers significant visibility. For Pepsi, the event not only rejuvenates its historical association with NASCAR but also creates premium exposure during Memorial Day weekend—a key sales period for soft drinks in the U.S. beverage market.
This move aligns with a broader FMCG trend of tapping into nostalgia to re-engage consumers and reinforce brand equity. By reviving a classic visual trademark, Pepsi combines emotional resonance with high-profile media exposure, illustrating how legacy brands can find renewed relevance through strategic sponsorship and design innovation.