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Taking the brand from race team to a multi-model supercar brand


To help this legendary brand of racing icons appeal to the hearts of the masses and not just the automotive niche. With a history of dominating Can-Am in the 70s before going on to rule F1, a revived brand awareness was needed.


VCCP developed a brand strategy and created a roadmap to take the brand from a simple race team, to a multi-model supercar brand. The most recent campaign focusses on the idea of ‘Black Swan Moments’- the idea that something as seemingly unlikely as a black swan could exist. Revolutionary thinking shapes everything that McLaren does and this was communicated consistently throughout the messaging.


With no supporting ATL spend, McLaren has impressively taken a large chunk of market share from Ferrari and Lamborghini’s duopoly – and continues to do well among the everyday car admirer.