The aim of burn – a leading global energy drink from The Coca-Cola Company – is to encourage and inspire everyone to live in a “Free State of Creativity”; challenging norms, without fear and boundaries, in the pursuit of creative expression. A symbol of active fire, burn simulates the senses, providing consumers’ with the energy to channel raw creativity into purposeful self-expression.
Over the years, burn has partnered with a range of world-class global creators in the fields of snow, skate and electronic dance – people who are the living manifestation of the brand – to give them a voice and the chance to ignite their creativity in a different way. By partnering with true visionaries, burn aims to nurture talent and help realize their creative goals in order to ignite the creative flame in everybody.
Formula 1 is fuelled by creativity, speed and energy, making the iconic sport an ideal partner for burn. Lotus F1 Team, as the emerging challenger in sport, demonstrates exceptional creativity in their approach to Formula 1 racing and their collaborations with partners; an approach which mirrors the philosophy of burn. Together, burn and Lotus F1 Team aim to break the conventions of traditional Formula 1 sponsorship marketing through their partnership.