Indiantelevision.com Team

(6 October 2008 6:00 pm)

MUMBAI: Following Philips Shavers' three successful years of sponsorship of the AT&T Williams Formula One team, Philips Consumer Lifestyle has confirmed a widened agreement with the Formula One team in order to extend the marketing benefits to more of its business categories.

In a new multi-year agreement, the sponsorship will be broadened to span Philips entire Consumer Lifestyle sector, enabling six business units to generate sales uplift founded on a global and scalable marketing platform.

The positive experience of Philips’ Shaving category has been instrumental in influencing the extension of the sponsorship programme to all aspects of Consumer Lifestyle marketing communications.

In 2008, Philips Shavers entered its third season as a sponsor of the AT&T Williams team. Philips’ Shavers business saw exceptional growth with a 10% increase in Q2 2008 sales compared to the same period in 2007. The clear success of the partnership and the support it has provided to the launch of Philips breakthrough shaving products, arcitec and Philips Nivea for Men shaver has led Philips to extend its commitment to the AT&T Williams team.

In 2009, Philips Consumer Lifestyle will extend its global activation plan of the sponsorship including major executions such as a global promotion to win a chance to drive an AT&T Williams Formula One car and, following the award-winning success of its advertiser-funded programming in 2007 and 2008, the company will once again be commissioning long form television programming based on Formula One for international distribution.

AT&T Williams Team Principal Sir Frank Williams said, “Naturally we are delighted to have the support and patronage of one of the world’s most valuable brands, but what makes this agreement all the more satisfying is that it is based on the real and positive return on investment experience of Philips Shavers over the past couple of years. We look forward to being able to make the same contribution to the wider ambitions of the whole of Philips Consumer Lifestyle Sector.”