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SBD Global/March 19, 2013/Marketing and Sponsorship
Unilever Showcases Sponsorship Of F1 Team Lotus With New Deodorant Line
Published March 19, 2013
Unilever is "seeking to capitalise on hype" surrounding the new F1 season with a SureMen anti-perspirant range showcasing its sponsorship of the Lotus F1 team, according to Matthew Chapman of MARKETING MAGAZINE. The launch of the products "coincides with the beginning of Unilever’s three-year global sponsorship of Lotus" after its driver Kimi Raikkonen won the first Grand Prix of the new season in Australia. Additional marketing in the £4M ($6M) push "will include TV, digital, outdoor and experiential activity" that will launch in May (MARKETING MAGAZINE, 3/18).
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