Pablo Gazzera, Rexona Global Brand VP, explains: “Rexona for Men has a perfect fit with Formula 1: both stand for passion, ambition and excellence in performance. We empower our consumers to be daring, to be adventurous and push the limits, offering the best protection throughout the day. We tap into our consumers’ passions – cars, sports, extreme adventure – in order to engage with them. The thrill of speed and fierce competition of Formula 1 racing falls right at the heart of what our consumers are passionate about.”
Francois Renard, CLEAR Global Brand VP, adds: “CLEAR Men stands for efficacy, precision technology, and performance – and no other sport values precision performance technology like Formula 1. We offer consumers the best customized solutions against dandruff - giving them the confidence to make a powerful impact anytime, anywhere. By partnering with Formula 1, we will provide our consumers the chance to see and live the winning impact that a high efficacy, high precision, high performance brand like CLEAR Men can offer them.”
Formerly known as the Lotus Renault GP, Lotus F1 Team is the team to watch in 2012, particularly following the recent announcement that 2007 World Champion Kimi Räikkönen will be joining the team, in a highly anticipated return to the tracks.
Eric Boullier, Team Principal, Lotus F1 Team, said: “We are very proud to have been selected by CLEAR and Rexona and are very much looking forward to working with our two newest partners throughout 2012 and beyond. The passion for business and desire to win is shared both at our factory here and in the offices of CLEAR and Rexona and this will ensure a very beneficial partnership in the years to come.”
Fuelled by a competitive culture and a desire to be the best in class, Rexona and CLEAR are perfectly matched with Lotus F1 Team, an outfit steeped in Formula 1 history. Rexona for Men and CLEAR Men share Formula 1’s target audience: generally skewed toward affluent men in their mid-30s, in Asia and other emerging markets the sport appeals to younger male opinion leaders; whereas in North America and Europe the sport draws a broader following due to its heritage and high awareness. Each Formula 1 race attracts an average audience of more than 527 million viewers in over 180 countries, making it the most-watched annual sport series in the world. Formula 1 has a nearly year-long season with a consistent and regular calendar of races that have an attendance of over 200,000 fans per event. Formula 1’s viewership is consistently in line with other major events such as the Football World Cup or UEFA Champions League; and its steady expansion into major emerging markets such as China, Russia and India are perfectly aligned with Rexona’s and CLEAR’s presence.