Formula 1’s Post

Note: I own 6 pairs of M.Gemi. No one cares, Dan...just get to the point. Molson Coors’ alcohol-free beer brand Peroni 0.0% is putting Formula 1 racing at the center of a new marketing push that includes a partnership with racing team Scuderia Ferrari and a presence at the recent Miami Grand Prix, according to a press release. The non-alcoholic beer is also partnering with sports betting platform DraftKings to give consumers the chance to win up to $15,000 through contests surrounding domestic Formula 1 races. A tie-up with shoemaker M.Gemi includes the release of two styles of Peroni-inspired shoes based on suede driver loafers The Felize. The push sees Molson Coors looking to push through in the increasingly competitive alcohol-free beer category by building off its momentum through an assortment of dynamic partnerships for Peroni 0.0%. https://lnkd.in/gjutWvGE

This is a HUGE deal for the latino market and presents an incredible opportunity to amplify visibility to a less represented segment! However, honing in on Mexico, where it ranks 45th globally in obesity, with a quarter of its population grappling with related issues, this campaign demands purposeful action. Given the severity of this health crisis, McDonald's campaign must resonate with a meaningful message. By aligning its strategy with efforts to combat obesity, it can play a pivotal role in promoting healthier lifestyles and making a tangible impact on public health in Mexico. Notably, the Mexico Grand Prix had over 400 thousand guests during its 3 days of activities, underscoring the potential reach and impact of this deal. Links: - https://lnkd.in/erfZQrqh - https://lnkd.in/exmkJqUb

Americas is the biggest market for Formula 1 partner Dutch Heineken. Formula 1 and Max Verstappen partner Dutch Heineken reports Full-Year revenue up 4,6 % to €36,375 million, but beer volume down -4.7%. After a strong 2022, 2023 proved to be challenging, says CEO Dolf Van Den Brink. Inflation was one factor affecting volumes and costs. Why USA is so important also for Heineken is clear. Americas is the biggest market by beer volume (mhl) for Heineken. Americas - 88,4 Europe - 76,4 Formula 1 is mentioned in the Report: "We also extended our partnership with Formula 1 for a further five years to engage with the sport's expanding fanbase." "Three-time F1 world champion Max Verstappen collaborated in the new global “When You Drive Never Drink" campaign advocating our message of responsible consumption". Photo: F1

We're living through one of the greatest marketing case studies of our time and as a marketer for everything lifestyle & luxury there's so much to learn/grasp/use. It's amazing to see how Formula 1 has galvanised all 10 F1 teams, their respective 20 drivers, all of the teams' social media handles, the entire Las Vegas strip of hotels, resident Vegas artists and DJs, celebrity chefs and their restaurants, statement casinos and every grain of sand that exists in the desert to propagate and promote the upcoming first-ever #VegasGP. From hotels endorsing teams (Venetian for Alpine; Hilton for McLaren etc.), to chefs curating special F1 weekend menus for thousands of dollars, from F1 merch in hotels to special casino/Vegas themed helmets and car liveries for drivers on race day, over a year of pre-event hype created around the strip/track, to cars racing on the floor of iconic casinos, Formula 1 has once again proven that marketing done well and using all social media and collaboration tools at one's disposal can lead to phenomenal impressions. Whether the GP itself is a hit or a miss, only this weekend will tell. However, there is no denying the pro max level of promotion, collaboration and strategy that has gone behind hyping one of the most coveted races of our times. PS: do not miss the excellent production on track in terms of attention to detail, eg: the cards themed kerbs Interesting links you can check out are: - https://lnkd.in/dgyyR2Ue - https://lnkd.in/dKnYBu3B - https://lnkd.in/drBWbb5u - https://lnkd.in/d2Ef6qiP

Breweries is one partnership sector in Formula 1 where we have had some interesting movements in 2024. Spanish Estrella Galicia 0.0 (Hijos de Rivera) announced this week a return, a multi-year agreement, to McLaren. After 3 years with Scuderia Ferrari Estrella Galicia leave and at the same time say goodby to Carlos Sainz, with whom Estrella have had a close relationship. But Scuderia Ferrari will no be without a beer partner as Italian Peroni Nastro Azzurro, owned by Japanese Asahi Group join the Italian team. That leaves Aston Martin without a beer brand. Will Singha, the only partner from Thailand in Formula 1, continue with Sauber? We will soon find out when Sauber reveal the new website in 22 days. Michelob Ultra, part of American Anheuser-Bush, is part of the Williams network. Heineken is a Formula 1 partner, but is also part of the RedBull Racing network, as personal partner of Max Verstappen. Could Aston Martin bring in some of the Canadian beer brands? Molson could be a hot candidate. Negotiations are taking place to replace Peroni.

It's UEFA Champions League match night, a time not only for top-tier football but also for reflecting on our collaboration with UCL sponsors. For 25 (!) years, we've been measuring the global impact of Champions League sponsorships.   Why is the Champions League such a valuable sponsorship for brands?   - 𝐖𝐨𝐫𝐥𝐝-𝐜𝐥𝐚𝐬𝐬 𝐚𝐩𝐩𝐞𝐚𝐥: Naturally, it's the immense global allure of the best football in the world. - 𝐘𝐞𝐚𝐫-𝐫𝐨𝐮𝐧𝐝 𝐯𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲: The opportunity to be visible and to activate throughout the entire year. - 𝐋𝐨𝐧𝐠-𝐭𝐞𝐫𝐦 𝐜𝐨𝐦𝐦𝐢𝐭𝐦𝐞𝐧𝐭: Dedicated sponsors for whom the Champions League (sometimes for 25 years already) is closely intertwined with their brand strategy.   And because there's no brand impact without creative activation, this is my favourite campaign of this season so far. What's yours?

All geared up for the biggest year yet for Heineken ® 0.0%! Start your engines….. !!!🚗 For the first time EVER we are bringing Formula 1 to Ireland with Heineken 0.0%, featuring x 3 time F1 World Champion Max Verstappen. This F1 campaign will be the largest ever campaign for the Heineken 0.0% brand, a complete category first. It delivers a core message that consumers should never drive, if they have been drinking, reinforcing our “Always a choice” pillar within the company’s overall” Brew a Better World” strategy. Heineken® 0.0% is Ireland’s most popular alcohol-free beer, offering consumers more choice for occasions where they choose not to consume alcohol. This is the latest moderation campaign from Heineken® to feature a Formula 1 star. Previously, F1 stars Nico Rosberg and Jackie Stewart featured in Heineken’s “When You Drive, Never Drink” campaigns. The “Best Driver” advertisement was devised by creative agency Le Pub, which is part of Publicis, and was informed by market research that showed that the reasons for selecting a designated driver included driving experience, enjoyment, or simply the person who volunteered. The media buying for the campaign will be managed by Dentsu. Check it out here! Publicis Dublin dentsu X Ireland Mark Noble Fiona Curtin Colin Doyle Heather McAree Ruth McCormack Ger Roe Sheena Breen Jeremy O Murchu Rachael Crawley Dan Lee Ursula Barry

What color is our beer? 🤷♀️ This weekend, I took my second tour of the #HeinekenExperience located in Amsterdam. Just like the first time, it didn't disappoint. A few things had changed from my first visit, the stables have been replaced by a display of Max Verstappen's RB14 Formula 1 car (talk about replacing horses with horses), new audio-visual experiences have been added, the UEFA Champions League trophy was on disply and the novelty of the first trip was gone. The one thing that still made the trip memorable for me was the pitch, the delivery and commitment of the tour guides, and the consistency of the #brand throughout the experience. 🙌 Armed with a combination of a well thought out and interesting storyline, the tour guides at the experience let their belief in their brand, their energy and personality shine through. 💃 Many may feel, what is there to beer? Just water, barely, hops, and yeast! But, you would be mistaken, and the team at the tour would inject more than enough enthusiasm into you to help you realise it is so much more. Without you believing in and being excited about your product or service, no one can even hope to transfer the same to your clients. No one will remember you for tired and tiring session of death by powerpoint. No recall value will ever be created by saying uninspiring words. 🤦♀️ ✅So fill your mind and soul with the passion for helping your clients with your products and services. ✅Be excited about how much of a difference you can make for their and your own business. ✅Be the brand ambassador that your firm deserves and help your clients be one too. The passion and energy needed for captivating and engaging storytelling is a plus in any profession, but it is a must have in #sales. ✌️ Create an experience for your clients that leaves a lasting impression. Because the color of our beer is golden, and it is golden, because gold is for winners (this amazing line is courtesy of the The HEINEKEN Company). 🤗 Kudos to Dolf and all the Heinekenites for keeping the good times going for 150+ years. Wish you many more to come 🍾 #storytelling #brand #loveforsales #linkedin #linkedincreator

McLaren Racing and Hilton have a 19-year-long partnership. According to a 2018 article in Forbes. Here's how this partnership has stood the test of time since 2005: Hilton understood this: They needed to use Formula One to drive bookings. Despite their scale, they needed to stay ahead of the competition and leverage one thing: Loyalty. It wasn't only about driving awareness of its brand. Customer loyalty schemes became a key area for hotel chains. It puts a premium on loyalty and retention programmes. The more unique the benefits, the greater the chance customers will sign up. They needed to entice travellers to sign up for loyalty schemes and use their points for: 1️⃣ Race suits 2️⃣ Behind-the-scenes tours of the garage 3️⃣ A chance to work for the team at a Grand Prix Along with member-only competitions offering prizes such as ↳VIP trips to races + staying and eating at the place as the drivers. This removed the unpredictability of the team's race results and made it easier to track ROI. Combined with innovative activations like: - 'Sleepover at McLaren' - 'Win the Life of a Formula 1 Driver' And other PR activations. They gained loyalty and interest by nurturing their customers through F1. A couple of things to note: McLaren and Hilton share common brand values. - Hospitality - Integrity - Leadership - Teamwork - Ownership. Along with the objectives for Hilton, Hilton will acquire and retain Hilton Honors members by providing unique experiences. It's a match made in heaven. Render by Vincent Chung