Alfa Romeo F1 Team ORLEN is reaching out to a new generation of people with an adventurous spirit as it teams up with AMX. The dairy products’ branding will be visible on the nosecone of the C42, which was presented on Sunday, as well as on the front wheel winglets.
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A brand of Yili, a leader in the milk and dairy products sector in China and East Asia, AMX is a premium yoghurt available in sucrose-free varieties designed to appeal to sportspeople, fitness lovers and other people with a taste for adventure.
Frédéric Vasseur, Team Principal of Alfa Romeo F1 Team ORLEN:
AMX is a cool brand, targeted at people who want to explore their sense of adventure. In this regard, they reflect what we do as we go racing around the world, and the pioneering spirit of AMX is something that sounds true to us as well. We are looking forward to working with them on the Chinese market, and to reaching out with our team and our sport to a new audience together with Zhou Guanyu.
A spokesman for AMX stated:
The AMX brand advocates a new generation of adventurous spirits. Formula One racing and the adventurous spirit of Zhou Guanyu, the first Formula One driver from China, perfectly fit our brand concept. Through this cooperation, we hope to form a strong correlation between its pioneer attribute, sports events and brand positioning, strengthen AMX’s “new generation of adventurous” brand tone, enhance the sense of brand value, and promote the rapid improvement of brand image.
About Yili Group:
Yili Group is ranked among the world’s most successful dairy companies and has been consecutively ranked No.1 in the Asian dairy industry in the past several years. It is the largest dairy company in China, offering the most comprehensive range of products. Yili is the only dairy enterprise in China that has met the standards for serving the Olympic Games and provided services to the 2008 Beijing Olympics Games. It is also the only dairy enterprise to have met the World Expo’s standard and was the exclusive supplier of dairy products for the 2010 Shanghai World Expo.