Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

Repsol Renews Partnership with João Ferreira and Appoints Pilot as Lubricants Ambassador

Brand: Repsol

Campaign: Partnership Renewal with João Ferreira

Source: https://www.imagensdemarca.pt/artigo/repsol-renova-parceria-com-joao-ferreira-e-nomeia-piloto-embaixador-dos-lubrificantes/

Goal: To enhance product development through motorsport technology.

Claim: Hi-Tech & Hi-Touch

Summary: Repsol has renewed its partnership with Portuguese rally-raid pilot João Ferreira, who will act as an ambassador for Repsol Lubricants in Portugal. This collaboration, which began in 2024, aims to bridge competitive technology with consumer products. The partnership highlights the brand's commitment to motorsport and the development of high-performance lubricants through rigorous testing in extreme conditions.

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

United Kingdom

Audi Waited for the Dark to Return to the Racing Track

Brand: Audi

Campaign: After Dark

Source: https://www.media-marketing.com/vijesti/audi-je-sacekao-mrak-da-se-vrati-na-trkacu-stazu/

Goal: To connect Audi's electric e-tron models to its motorsport heritage and performance.

Claim: Vorsprung durch Technik

Media: Television, cinema, social media, digital channels

Summary: Audi's new campaign, 'After Dark,' showcases four e-tron models racing at Silverstone at night, emphasizing the unique silence of electric vehicles. Instead of focusing on traditional product features, the film illustrates the character of Audi's electric offerings, linking them to the brand's performance heritage. The campaign will run during the 2026 and 2027 seasons and aims to reinforce the connection between Audi's advanced engineering and its historical motorsport achievements.

electric vehicles motorsport performance