Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Standard Chartered brings F1 precision to new global campaign

Brand: Standard Chartered

Campaign: Move ahead

Source: https://www.marketing-interactive.com/standard-chartered-brings-f1-precision-to-new-global-campaign

Goal: Highlight how the bank helps clients turn ambition into progress.

Claim: 'Move ahead' is a powerful expression of what our brand stands for.

Media: digital, social and owned channels

Summary: Standard Chartered has launched a new global campaign titled 'Move ahead' that leverages its Formula 1 partnership to emphasize the importance of preparation and insight in achieving success. The campaign is designed to showcase how the bank supports clients in their international expansion, wealth management, and risk navigation, and will roll out across various channels from September 2026.

Spain

Madring, much more than Formula 1. The great showcase for brands

Brand: LVMH

Campaign: Formula 1 Spanish Grand Prix 2026

Source: https://ipmark.com/madring-mucho-mas-formula-1-gran-escaparate-marcas/

Goal: Generate economic impact and promote brand experiences

Claim: Madring, much more than Formula 1

Summary: The Formula 1 Spanish Grand Prix at Madring will serve as a major platform for various brands across sectors like food, mobility, and technology, aiming to generate 467 million euros and 8,850 jobs. The event will draw over 345,000 attendees, featuring not only the race but also cultural experiences, celebrity appearances, and technological summits, with LVMH as a prominent sponsor. This will be the beginning of multiple editions from 2026 to 2035.

brand activation event marketing Formula 1

Global

Ka-chow! F1 puts Pixar’s Lightning McQueen in the fast lane

Brand: Disney and Pixar

Campaign: Formula 1 x Disney

Source: https://www.marketing-interactive.com/ka-chow-f1-puts-pixar-s-lightning-mcqueen-in-the-fast-lane

Goal: To celebrate the 20th anniversary of Cars and connect Formula 1 with Disney fans.

Media: Merchandise, apparel, collectibles, experiential events

Summary: Formula 1 is collaborating with Disney and Pixar to bring Lightning McQueen to the Italian Grand Prix at Monza, celebrating the 20th anniversary of the Cars franchise. The event will feature a special appearance by Lightning McQueen and a custom livery for the official FIA Formula 1 safety car inspired by Cars. Fans will enjoy shopping a special collection of Cars-themed merchandise during the race weekend, marking a significant crossover between motorsport and popular culture.

Cars Disney Formula 1 motorsport Pixar

Italy

KitKat Brings Its ‘Break’ to the Track at the Monza GP with Dentsu

Brand: KitKat

Campaign: KitKat Break at Monza GP

Source: https://brand-news.it/brand/alimentari/food/kitkat-porta-il-suo-break-in-pista-al-gp-di-monza-con-la-unit-sports-entertainment-di-dentsu/

Goal: Engage fans during the Formula 1 event

Claim: Have a Break, Have a KitKat

Media: Digital and social media

Summary: KitKat debuted at the Formula 1 Pirelli Gran Premio d'Italia by bringing its iconic 'Have a Break, Have a KitKat' theme both inside and outside the circuit. From September 3 to 6, the brand featured an engaging experience in the Fan Zone with a racing simulator, reaction game, photo opportunities, and tastings. Additionally, in the city center during 'Fuori GP,' KitKat set up the KitKat Break Zone, showcasing a large slot track where participants could compete for the best time. The campaign also involved digital content and creators to enhance the experience beyond the physical spaces.

fan engagement Formula 1

Italy

Barilla launches new advertisement ‘A Perfect Lap’ for the Monza GP

Brand: Barilla

Campaign: Un Giro perfetto

Source: https://brand-news.it/brand/alimentari/food/barilla-inaugura-la-nuova-campagna-un-giro-perfetto-per-il-gp-di-monza-e-una-serie-di-attivazioni-a-milano-e-monza/

Goal: To promote Barilla's partnership with Formula 1 and engage food and racing enthusiasts.

Media: Connected TV and Sky, digital channels during Grand Prix weekends

Summary: Barilla has launched a new advertising campaign 'Un Giro perfetto' centered around the world of Formula 1, showcasing the parallel values of performance and innovation shared between the brand and motorsport. The campaign features interactive experiences and a special edition of Barilla pasta, and is set to run across various media channels during Grand Prix weekends.

advertising Barilla campaign Formula 1 Italy

Italy

Lego celebrates Formula 1 with a major activation, a lever for brand building for a cross-generational audience

Brand: LEGO

Campaign: Lego celebrates Formula 1 with a large activation for cross-generational brand building

Source: https://brand-news.it/brand/tempo-libero/giocattoli-game/lego-celebra-la-formula-1-con-una-grande-attivazione-leva-di-brand-building/

Goal: Engage a multi-generational audience and build the Lego brand

Media: Event installations, video and light shows, interactive workshops

Summary: Lego organized a large activation during the Italian Grand Prix of Formula 1, bringing creativity and the thrill of motorsports together to engage families and fans of all ages. The initiative includes installations in Milan and at the Autodrome in Monza, featuring a grand spectacle dedicated to Michael Schumacher and the Ferrari F2004, along with interactive activities for visitors to create a mosaic with Lego bricks. The campaign aims to reinforce Lego's brand association with creativity and innovation while celebrating a significant cultural moment.

brand activation Family Engagement Formula 1 LEGO

Croatia

The Moment Before the Start in the Center of the New F1 Campaign Five Lights

Brand: Formula 1

Campaign: Five Lights

Source: https://www.media-marketing.com/vijesti/trenutak-prije-starta-u-centru-nove-f1-kampanje-five-lights/

Goal: To convey the excitement and pressure of racing moments before the start.

Media: Digital channels, social media, large advertising locations in the UK and USA

Summary: The Formula 1 campaign 'Five Lights' focuses on the crucial moment before the race start, highlighting the concentration and anticipation of drivers. Featuring all 22 drivers, the campaign includes a film narrated by Colin Farrell and set to music by UNKLE. It launched on August 16 and utilizes various digital platforms and major ad locations such as Times Square and Piccadilly Circus.

advertising Five Lights Formula 1 WING

Italy

Doritos Goes on Air with the Partnership with Formula 1

Brand: Doritos

Campaign: The Taste of Adrenaline

Source: https://brand-news.it/brand/alimentari/food/doritos-va-on-air-con-la-partnership-con-la-formula-1/

Goal: Strengthen brand positioning in the tortilla chips segment

Media: Television, digital, social media

Summary: Doritos launches 'The Taste of Adrenaline' campaign in Italy as part of a global partnership with Formula 1, aiming to enhance its brand positioning in the tortilla chips market through sports and entertainment initiatives. The campaign features a limited edition flavor and will be promoted through various media channels, culminating in an experiential event at the Italian Grand Prix.

brand activation Formula 1 tortilla chips