McLaren Formula 1 partners with Gillette for 2013 season
McLaren Mercedes and Gillette, the world’s leading men’s shaving and lifestyle brand, have agreed on an innovative and dynamic marketing partnership that will kick off at this weekend’s Chinese Grand Prix in Shanghai.
The partnership will reinforce both brands’ quest for the most superior technology, design and performance in their respective fields. Activation throughout 2013 will include dedicated television spots, an innovative digital campaign and in-store events throughout Asia to highlight and promote the partnership.
McLaren Mercedes team principal Martin Whitmarsh said:
“As one of the most successful teams in Formula 1, McLaren Mercedes has a long history of attracting and partnering with the world’s top brands.
“Indeed, the ongoing relationship we enjoy with so many of our partners is not only a testament to the incredible return on investment we are able to deliver for them, but also to the shared values and loyalties that we’ve built together over many successful years.
“For McLaren Mercedes to initiate a new partnership with a major multi-national blue-chip brand like Gillette is a terrific opportunity for global promotional activity. Indeed, we are already planning to implement a number of innovative activation strategies across key territories throughout the year.
“Formula 1 has already seen several large multi-national corporations come onboard this year, so this partnership once again underlines the inherent and ongoing opportunity and value of entering one of the most popular and watched sports in the world – and with one of grand prix racing’s best established and most consistently competitive teams.”
Max Menozzi, General Manager ShaveCare Asia, Procter & Gamble, said:
“This new partnership between McLaren Mercedes and Gillette in Asia is a great match: both are world-class brands and both share a passion for winning performance and superior engineering. Together we will now collaborate during the Formula 1 season, and beyond, on a series of exciting initiatives targeted at men across Asia, such as innovative in-store activation, limited-edition razors and a number of other special offers.”