McLaren keep Coca-Cola partnership fizzing

Date published: February 5 2021 - Tom Rawcliffe

Coca-Cola McLaren PA

McLaren Racing have announced The Coca-Cola Company will continue to be their Official Soft Drinks Partner in the 2021 season.

Zak Brown’s team have been partnered with the famous beverage brand since 2018 and they have teamed up for commercial videos in recent years.

Their ‘Coke Driven to Deliver’ campaign, in collaboration with Amazon, was hugely successful, with McLaren drivers Lando Norris and Carlos Sainz putting their acting talents to the test.

Norris will continue his involvement with the brand, but this year with a new team-mate after Daniel Ricciardo replaced his former on-track and on-screen partner Sainz.

Speaking of the new deal, McLaren Racing’s Chief Commercial Officer, Mark Waller, said: “Coca-Cola is an iconic brand and one of the biggest consumer brands in the world.

“We introduced Coca-Cola to Formula 1 three seasons ago. Since then, our collaboration has created innovative campaigns and activations with fans around the world at their centre.

“We are delighted to extend our partnership in 2021 and continue to support Coca-Cola and its commercial partners in reaching consumers through McLaren and Formula 1.”

As part of the new deal, Coca-Cola will maintain their branding on the drinking bottles of Norris and Ricciardo.

The logo will also take its place on the cockpit side of the McLaren MCL35M, which is to be officially launched on February 15.

McLaren have started their preparations for the new season, with their new man Ricciardo having visited the Woking headquarters earlier this week for a seat fitting.

“We are excited to be extending our partnership with McLaren into the 2021 season,” added Matthew Tarallo, Global VP, Amazon, The Coca-Cola Company.

“Since 2018, we’ve executed incredibly impactful global activations, leveraging Amazon’s total ecosystem, and providing direct engagement and exclusive offerings to our consumers around the world. I’m looking forward to continuing this powerful partnership to drive joint value and growth into 2021.”

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