“Genius. Absolute genius!!!” – Fans react as Williams cleverly blend sponsor Duracell with its 2023 F1 livery
The Duracell branding on the Williams F1 car mimics the design of an actual battery.
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The Williams FW45 airbox
The Williams Racing team recently unveiled its 2023 F1 livery. The livery of the FW45 is considered to be an evolution of the previous year. However, there have been a few eye-catching changes to the car. Including, the addition of Gulf Oil as a major sponsor of the British team. Additionally, the 2023 Williams paint scheme is done in a matte finish. However, the part that raised the most eyebrows was the cheeky Duracell branding on the car.
The Duracell branding appears on the airbox of the Williams FW45 but with a twist. The inlet on the airbox is colored in the classic gold of the battery manufacturer. While the font is written in black. Consequently, it reminds the fans about the actual Duracell battery design. The gold top portion and the standard black body. Certainly, a clever take on the part of Williams Racing while also garnering headlines.
The Williams FW45 livery did not stand out among the fans due to its similarity to its predecessor. However, this Duracell branding got the fans talking as they appreciated this cheeky design. However, this design is not actually brand new. Williams ran the same airbox design for the first time at the 2022 Miami Grand Prix. Albeit, the FW45 will mark the first full F1 season for this design.
Fans appreciate Williams’s cheeky Duracell branding
Fans on Twitter fell in love with this layout. One user mentioned how their eyes will stay on the Duracell branding whenever a Williams appears on TV. The fan wrote “Will be staring at it all season. Brilliant.” Additionally, another fan complimented the design heads at the British team for such a design. The fan enthusiastically commented, “Genius. Absolute genius!!!” Certainly, even a small detail is appreciated by F1 fans even if it is for a sponsor and not for Alexandar Albon or Logan Sargeant.
On the other hand, many fans pointed out that Williams Racing had adopted this livery design in 2022. One user urged fans to remember that Williams had already used this design before. The user replied, “Can we talk about how it was their last year but everyone seems to have forgotten?” Consequently, another fan said, “Tell me you’re new to F1 without telling me you’re new to F1. Guys it was there last year. This isn’t new.” Perhaps a dig at the so-called fans of the sport.
Thus, Williams Racing has got the paddock talking. Albeit, only about a particular aspect of the livery and not the team itself. Nonetheless, the Marketing department at the British team surely deserves a raise for this idea. Although, they probably did receive it last year when the team first ran this design. Thus, it would be interesting to see if Williams can carry this clever thinking on track this year.
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Armaan Agarwal
(2335 Articles Published)