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SBD Global/March 19, 2013/Marketing and Sponsorship

Unilever Showcases Sponsorship Of F1 Team Lotus With New Deodorant Line

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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