SureMen Formula W1N

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Suremen wanted to launch a new antiperspirant in the adrenaline range, deliver a sales uplift across the entire range and bring the Louts F1 team sponsorship, all in one promotion.


On-pack promotions can often be a bit staid. So this time we gave true SureMen Lotus F1 fans something that each of them dream of: the chance to get behind the wheel of a Grand Prix racing car. Consumers entering the promotion got assigned one of the two Lotus drivers and a finishing position for the next F1 GP. If their driver finished in the right position, they would win. A fully integrated media mix drove awareness a, purchase and engagement.



Art Direction

Digital Design


Agency: Iris



Skills: Campaign, Digital
Client: Sure Men