Unilever takes sales gains from F1 involvement

As a consumer goods company, Unilever partnered with the Lotus F1 Team to promote its Rexona and Clear brands in 2012.

The success of the collaboration was built on the development of a tactical sales promotional strategy to support Unilever’s F1 engagement via a series of in-market campaigns.

Unilever leveraged high value assets such as team driver and former world champion Kimi Räikkönen who served as a brand ambassador, and produced special edition co-branded products for retail sale.

The company’s relationship with F1 proved successful, with significant sales gains being recorded in strategic markets including China.