Giant Refreshment For Lotus, Coca Cola Steps Into F1

One of the few remaining major companies to have not previously showcased their brands in the sport previously, Coca Cola announced a tie-up with the Lotus team in which the Enstone-based squad will run their cars with the American company’s Burn brand of energy drinks.

Coca Cola is not a name in much need of F1’s global platform of exposure as the company sells at least one of its beverages in over 200 countries and sells more than 50 billion beverages a day worldwide. The timing of the deal comes just as the sport has had it’s first event in the United States since 2007, and is a well-struck piece of marketing with the company achieving over 40% of it’s per-gallon sales in the United States alone. In deciding to team up with one of Britain’s most famous of racing names in Lotus, they have also tied their mast to a country where its drinks are among the most popular, in 2010 Coca Cola became the first brand to reach the £1 billion mark in annual sales.

“The creativity of teams and the passion for speed and energy that fuel the sport of Formula One make a partnership with this iconic sporting property a compelling proposition for the burn brand,” said Emmanuel Seuge, Coca Cola’s group director of worldwide Sports and entertainment marketing.

Red Bull’s recent dominance in F1’s winner’s circle has shown up even the biggest of manufacturers in Ferrari

Not the first beverage branding to be seen on a Formula One car, they face stiff competition from their rivals in the same field with Red Bull having had it’s own team since 2005 and are the team to beat, having dominated the sport’s main trophies, winning both the Driver’s and Constructor’s World Championship crowns in each of the past three years. Monster Energy have also been in the sport for a number of years, linking up with Mercedes in 2010 but have not enjoyed anywhere near the same amount of success as the Mercedes team have won just one race in that period compared to Red Bull’s 28.

It is a partnership said to mix art with music “in a way that will break the conventions of traditional Formula One sponsorship marketing”, said Seuge.

Further details and information are expected to be announced early in 2013 when the duo’s partnership officially begins.


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