P&G boosts F1 presence as Gillette signs up to McLaren deal

Gillette has struck a marketing partnership with Vodafone McLaren Mercedes, as the brand's owner Procter & Gamble (P&G) looks to develop a footprint in Formula 1 and tap into its global appeal.

P&G: brand ambassador Jenson Button
P&G: brand ambassador Jenson Button

The wide-ranging deal initially runs in Asia, but could be extended globally should it prove successful.

Until now, Gillette-owner P&G has not had a direct sponsorship involvement with F1 or an F1 team, although its Head & Shoulders brand sponsors McLaren driver Jenson Button.

The partnership, announced today, will run thoughout 2013 and will include dedicated TV spots, a digital campaign and a series of in-store events running in Asia to highlight the partnership.

Vodafone McLaren Mercedes team principal Martin Whitmarsh, said: "F1 has already seen several multi-national corporations come on board 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."

Brands which have moved into F1 this year include BlackBerry and Emirates.

However, Vodafone is ending its long-running sponsorship of F1 after announcing it will ditch its deal with McLaren at the end of the year.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published