Smirnoff makes a bold move to sponsor the number 5 ranked Formula One team, Sahara Force India. Formula One racing has a reputation for yacht parties, prestige, Rolexes and items most people cannot grasp their hands on. There is an elitist stigma that the vodka brand Smirnoff is hoping to eliminate with their new campaign. Smirnoff’s new campaign “Beyond the Grid” takes viewers into the lives of the true formula 1 fans who are cheering in the stands rather than in the VIP Lounge with Kate Upton.
As part of the campaign, Smirnoff also hired two comedic actors: Brad Wollack and Thaila Zucchi to uncover these true fans. The campaign will be an online web content series that will be posted to Smirnoff’s Youtube Channel with #BEYONDTHEGRID. It will document the actors, their interactions with real fans, the drivers and even the pit crew as they follow the race series from country to country.
On the outside, it does not seem that Smirnoff and Formula 1 Racing mix given the fact that Smirnoff is popular vodka that most people can drink, while other brands that sponsor Formula 1 racing such as Rolex, Hugo Boss and even Whyte Mackay are not. However, this is precisely why this sponsorship works. Smirnoff is taking Formula 1 racing, which has the largest following worldwide and tapping into the fans they can relate to. Personally, I think this is exactly why this sponsorship works, and it is allowing Smirnoff to increase their brand awareness globally.