lotterer f1 dream a reality

Posted on 20/08/2014

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Hype Energy drinks’ “believe” campaign makes F1 dream a reality for Lotterer

The global brand Hype Energy drinks is excited to be associated with 3 times Le Mans 24 Hours winner André Lotterer in achieving his dream to drive in Formula One on his favorite circuit at this weekend’s Belgian Grand Prix.

The 32 year old German racing driver will make his debut with the Caterham team at Spa-Francochamps. Lotterer, an immensely talented and smart driver, will try the impossible challenge to jump into an Formula One car mid season and compete with the best drivers in the world.

Reigning quadruple world champion Sebastian Vettel said "Andre absolutely deserves it, even if he is not sitting in the best car," Vettel admitted. "In my karting days he was one of my idols.”

Formula One is becoming a teenagers’ game and there are some great drivers who simply never had the time to make it to F1. This is where Hype’s “Believe” philosophy becomes a key component of this unlikely partnership. Unlikely because, in contrast to other major energy drinks brands, Hype Energy drinks is not focussing on motorsports but is positioned as a functional lifestyle drink. However the clear synergy with André comes from Hype’s “Self Belief” brand ideology that encourages people to believe in themselves and strive to achieve the impossible which perfectly supports Lotterer’s story.

Moreover, the collaboration is no surprise given Hype Energy’s origins on the F1 circuits in the year 2000 when former F1 racing driver, Bertrand Gachot took over as CEO of the business from Barry Cox (founder of Hard Rock Café).

“We are really excited about helping André Lotterer fulfill his life long ambition and extreme challenge of racing in Formula One mid-season. Who cares he is 32 years old. Through talent, determination and self belief he has been able to make this opportunity happen. From my heart I wish him all the best” Said Bertrand Gachot, who made his F1 debut with the ONYX Team at the 1989 French Grand-Prix.