“They are hugely important because they create a level of connection that purely digital marketing cannot fully achieve. In a world increasingly shaped by AI and screen-based interactions, physical brand experiences stand out more than ever.

She adds:”For a brand like Baylis & Harding, where fragrance, texture and design are such a key part of the proposition, giving people the chance to experience those elements in person helps create stronger emotional resonance and longer-lasting brand recall.”

According to Scales, the partnership helps the brand connect with new audiences through moments and channels where they are already engaged, thanks to F1’s extensive global presence.

Cramond agrees, explaining that as the Williams team has a “highly engaged global digital audience” the partnership will help them reach a much broader consumer base.

It is the same with Silverstone, she adds. “Whether you’re turning up in person for the four-day British Grand Prix event or you’re engaging through their digital channels, you’re not going to be able to miss M&S.”

Barlett says: “One of the most exciting things about F1 Academy is the new audience it is bringing into the sport, particularly younger fans and more women.

“That gives Baylis & Harding the opportunity to connect with people who may not have come across the brand before, in a space that feels modern, confident, and inspiring. It helps us broaden awareness in a way that feels natural and culturally relevant.”

Barlett explains that social media also plays a huge role in bringing the partnership to life for its audiences.

She comments: “While the live race environment creates excitement and energy, social media allows us to bring that story to life for a much wider audience.

“It gives us the chance to share behind-the-scenes moments, spotlight the drivers and show the personality of the partnership in a more immediate and engaging way. That helps make the partnership feel more accessible and builds a stronger connection with audiences beyond the track.”

Scales adds: “Social media and digital storytelling amplify the partnership, helping us turn the real‑world moments into stories that reach much wider audiences.

“We’re adding depth by revealing the people and purpose behind the partnership using video and behind-the-scenes content to make the partnership feel alive, accessible and culturally relevant, wherever people are engaging with us.

According to Scales, real-world experiences are “essential” to audiences.

She explains: “They take our audience from simply recognising KitKat, to feeling a part of it, and that emotional connection drives trust, loyalty and long-term advocacy. We want to bring the brand to life in a tangible, memorable way that people naturally want to share.”

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