Amp Energy, Dale Earnhardt Jr. Rev Up for New Beverage

Amp Energy and race car driver Dale Earnhardt Jr. have teamed to launch Tradin’ Paint, a limited-time energy drink. The beverage is available at retail, starting today.

“Dale Jr. was very involved in creating this new Amp energy flavor and it is a true representation of his taste and his sport,” said Lauren Hobart, vp of energy drinks at Pepsi-Cola North America Beverages, in a statement. “The flavor and packaging embody the thrills and excitement of side-by-side racing at intense speeds, complete with a look that features all the bumps, scratches and crashes that Dale’s car endures as it advances track position.” 

Tradin’ Paint is a combination of orange, lime and berry flavors in one beverage. It will be available in a 16-oz can through the summer. The themed can features the same paint scheme as Hendrick Motorsports’ No. 88 Amp Energy/National Guard Chevrolet driven by Earnhardt. It has all the marks, dings and paint streaks that occur on a car during a race, which fans refer to as “tradin’ paint.”

The new product will be supported by TV and radio advertising, via BBDO New York. The beverage manufacturer’s involvement in racing includes sponsorship of the Amp Energy 500 at Talladega Superspeedway in October.

Pepsi-Cola spent $19 million on U.S. media in advertising Amp Energy drinks in 2008, per Nielsen (excluding online).