PEAK x F1: Driving Performance Through Pop Culture Integration

PEAK, the high-performance automotive coolant and motor oil brand, entered the Formula 1 entertainment universe as a title sponsor of the Chip Hart Racing team in the Apple & Warner Bros. film F1: The Movie. With a strategic focus on authenticity and reach, the partnership elevated PEAK's positioning from high performance and utility to lifestyle - tapping into F1: The Movie’s global fandom, cinematic storytelling, and real-world motorsports culture.

In-Film Branding & Product Placement

As a title sponsor, PEAK branding is prominently featured across the Chip Hart Porsche racecar, team uniforms, and helmets during the fueling 24 Hours of Daytona race sequence. These visuals appear in the beginning of F1: The Movie, immersing the brand in the high-speed, high-performance, and high-stakes world of the film and establishing visual dominance in a pivotal scene.

Multichannel Advertising Push

PEAK complemented its in-film exposure with a wide-reaching ad campaign across:

• Social Media: Facebook, Instagram, and YouTube, delivering targeted content that tied into F1 fandom and the film’s momentum.


• Retail Integration: Custom activations and displays were deployed at key PEAK retail partners, including AutoZone and Walmart, bridging the theatrical narrative with point-of-sale consumer engagement.


• TV Spot: PEAK's co-branded spot was seen on digital and linear media, showcasing that its high performance was a match for any size screen.

Upcoming Experiential Activation

PEAK's involvement with F1: The Movie will continue through November 2025, when the PEAK-branded Chip Hart Porsche will make a special appearance at AAPEX, one of the automotive industry’s largest trade events. This activation will offer fans and professionals a tangible connection to the film and its fictional universe - merging entertainment IP with industry relevance.

Strategic Alignment

By anchoring itself within both the cinematic narrative of F1: The Movie and the real-world culture of endurance racing, PEAK successfully positioned its brand as more than a product - it's a symbol of precision, stamina, and racing heritage. The partnership positions PEAK not just as a pit stop solution, but as part of the journey itself.

Impressions and EMV are still being quantified!