The more the brand grew the greater the demand became for a form of communication that could cross borders, spark the curiosity and interest of an uncommon audience. Silvano Gerani, a big Formula One fan, found the solution. The best way to enter the homes of people worldwide was through Grand Prix car racing. The approach would not come cheap, an hour's worth of advertising would cost the equivalent of an entire year's budget. Though not everyone at Gilmar agreed with the idea, the company made a handshake deal with Formula One boss Bernie Ecclestone. This gave birth to one of the most important collaborations of Iceberg. Subsequently, Iceberg sales doubled year after year.