INEOS Hygienics Links With F1 Star Lewis Hamilton For ‘High Performance Hygiene’ Campaign

Ineos Hamilton 1

Autumn 2021 saw INEOS Hygienics enlist F1 super star Sir Lewis Hamilton to front its ‘High-Performance Hygiene’ campaign. The brand, which is an existing principal partner of Hamilton’s Mercedes-AMG Petronas Formula 1 Team, produces ethanol based sanitiser products to hospitals, institutions and to consumers.

 

The new campaign promotes the brand in general and a new ‘touchless at-home hand sanitiser appliance’ and seeks to promote hand hygiene and drive sales.

 

 

“The past year has taught us all the importance of hygiene”, said INEOS Hygienics Chief Operating Officer George Ratcliffe. “As we adapt and evolve in a post-pandemic world, hygiene and sanitisation is vital in protecting ourselves and those around us. Helping prevent the spread of viruses and bacteria is essential to keep Lewis and the whole Mercedes-AMG Petronas F1 team racing.”

 

The campaign idea is based around the vital role of hygiene and sanitisation in keeping Hamilton and fellow driver Valtteri Bottas on the track and drives home the specific message that if they miss out on a race then they also miss out on vital championship points. The message then links the on- and off-track world of F1 with the importance of hand hygiene to the general public.

 

The campaign kicked off with a launch event and primarily runs across brand, team and driver social channels with still imagery and video content and its is further supported through PR and by a track experience competition.

 

 

 

 

 

 

“I’ve always been fastidious when it comes to cleanliness – and hand sanitiser is great in helping to keep us more hygienic,” said seven-time F1 World Champion Lewis Hamilton. “INEOS are at the forefront of innovation and technology and allow us to keep our hands clean with products that fight the bacteria we pick up in our everyday lives. There’s never been a more important time for us to be hygienic, and sanitising my hands is now a part of my daily life. In our sport, I cannot afford to miss a race. If I miss a race, I can never get that race back. So thankfully, INEOS are developing these products that are now part of how we keep ourselves and others around us safe.”

 

“When I walk into my house, I have three sanitiser stations—one at the door, one in the hallway and one in the kitchen,” continued Hamilton. “Cleanliness is really important to me. I will sanitise my hands before I eat, if I’m touching anything in my kitchen or making a tea, and after I’ve been on my laptop.”

 

“Lewis Hamilton is a brilliant ambassador because he genuinely uses the products, and they are essential to his success,” said INEOS boss Ratcliffe. “If he misses out on a race, he misses out on championship points. Because of that, he is always sanitzing on and off track. In a sense, he’s educating all consumers on how to approach their hygiene.”

 

 

Comment:

 

At the beginning of the Covid-19 pandemic chemical giant INEOS was a B2B business with few consumer-facing products. As hand sanitizer shortages impacted front line staff in March 2020, INEOS vowed to build manufacturing plants in the UK, Europe and USA to create and deliver millions of bottles of hand sanitiser to hospitals, free of charge. And it did just that in 10 days. But as medical demands eased, the company realised that the general public’s long-term attitude towards hand hygiene was changing so added a consumer focused strand to its business and by August 2020 launched its INEOS Hygienics subsidiary.

 

INEOS is now Europe’s largest producer of ultra-high purity ethanol and isopropyl alcohol (IPA), which are the two main ingredients used in sanitiser products and claims to be the only company in the world that can produce and supply this medical grade direct to consumers.

 

Sport now plays a major role in INEOS’ marketing mix and as well as its tie-up with the Mercedes-AMG Petronas F1 Team, it also partners with Tour de France winners Team INEOS, the British challenger for the America’s Cup INEOS Team UK and French League 1 side OGC Nice.

 

 

 

 

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