, has announced that, for the second year running, the brand will be the sponsor of the Motul Café at the Brands & Lifestyle Bar during Brand Licensing Europe, taking place Sept. 20-22 at ExCeL London.
Since Motul launched a licensing campaign in the lifestyle category just over a year ago, it has attracted numerous major licensees across a range of categories. These include Sunrich Toys & Hobby, which designs and manufactures scale-model cars for the global hobby market; Fire Design for fire extinguishers and most recently, Depancel, the watchmaking brand for the Pista 24 MOTUL Edition, a motor-sport-themed watch.
At BLE, Motul will be highlighting its first year as a lifestyle brand and discussing plans to build on this success with growth throughout 2023.
Representing Motul at the show will be Laurent
Laurent will be promoting Motul’s 100-year heritage, and its associations with speed, style, adventure, performance, elegance – and above all winning – that have inspired a major lifestyle branding campaign. The campaign is targeting a wide range of categories from apparel, stationery, houseware, scale-model cars and watches to backpacks, phone covers and of course car accessories.
“The enormous appeal of a renowned motor sport-orientated brand like Motul in the lifestyle arena has been evident since the launch of our licensing campaign in 2021,” says Taieb. “Our aim now is to build on the success of the past six months and further boost the fast-growing industry and consumer awareness of the brand, whose instantly recognizable logo will once again announce that the Motul Café in the Brands & Lifestyle Bar is open for business.”
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