Unilever launches a 4-million-pound operation with Lotus

When Unilever announced its arrival at Lotus in February 2012 for three seasons, the Dutch conglomerate secured significant space with the display of two of its brands, Rexona and Clear.

After a year of collaboration, the two brands are still present but with reversed roles: Clear is now featured prominently on the engine cover while Rexona is placed at the drivers’ leg level. We can also observe that the group decided to differentiate its display depending on the circuit where the E21s of Kimi Räikkönen and Romain Grosjean are racing. Thus, during the winter tests in Barcelona, it was the Sure brand that was represented, while Rexona was present during Kimi Räikkönen’s victory at the last Australian Grand Prix.

Sure Men has decided to capitalize on this partnership by launching a range of deodorants in the UK featuring the team’s colors, which are gold, black, and red, and stand out clearly on the shelves. To enhance the impact of this launch, the company is using a traditional contest with a prize that is sure to appeal to its target market of young men: the chance to drive a team single-seater on the Paul Ricard circuit!

To support this commercial launch, the company has allocated a budget of four million pounds to communicate both on television and on 4×3 billboards, not to mention the now essential tool that is the Internet. Therefore, the total budget for the operation is not particularly significant for the major consumer company. Thus, in the French market, for all its brands, Unilever spent 236.5 million euros on advertising, ranking it eighth among advertisers.

But with this operation, the group wants to allow its clients to fulfill a dream: to become a Formula 1 driver, even if it’s just for a day. Isn’t that worth buying a pack of deodorants?

With the participation of www.Racingbusiness.fr