Unilever made a notable entry last year by partnering significantly with Lotus, through its Rexona and Clear brands. This partnership went a step further this year with the launch in the UK of a range of Sure Men products in the team’s colors, accompanied by a marketing campaign valued at four million pounds sterling.<\/p>\n
It is therefore today that one of its main competitors in personal hygiene products is making its entry into F1. The partnership with McLaren is resolutely commercial and customer-oriented, as it includes TV commercials, an online marketing campaign, and in-store promotions. However, the primary target is not Europe but Asia, which is why the executives of the two companies waited for the Chinese Grand Prix this weekend to announce their partnership.<\/p>\n
This is not the first time that the Gillette brand as such has partnered with F1 since its Brazilian subsidiary was one of the main sponsors of Bruno Senna. This resulted in a significant presence on Williams’ cars during the 2012 season and Lotus the previous season.<\/p>\n
It is therefore the Asia region that is taking charge today, as explained by Max Menozzi, the Director of Razors for Procter & Gamble in Asia: \u00ab This new partnership between Vodafone McLaren Mercedes and Gillette in Asia is working perfectly: both are world-class brands and both have a passion for winning performance and superior engineering. Together, we will collaborate throughout the Formula 1 season and beyond with a series of exciting initiatives aimed at men all across Asia, such as in-store promotions, limited edition razors, and a number of special offers. \u00bb<\/p>\n
When Vodafone announced at the beginning of the season that it would end its title sponsorship contract with the Woking team at the end of the current season, Gillette had already been rumored as a potential successor. We will see if 2013 will serve as a testing ground for a more in-depth collaboration starting next season…<\/p>\n