– Gillette send out the following press release yesterday, announcing that John Cena, Chris Jericho and Cody Rhodes will be featured in a new series of online videos to help guys look, feel and be their best:
GILLETTE TEAMS UP WITH WWE® TO HELP GUYS BE SUPERSTARS
John Cena®, Chris Jericho® and Cody Rhodes™ will be featured in a new series of online videos to help guys look, feel and be their best.
Boston, MA, July 20, 2009 – Gillette® [PG] has expanded its relationship with World Wrestling Entertainment® and introduced a new, four-month interactive online campaign featuring WWE Superstars John Cena, Chris Jericho, and Cody Rhodes called “Be A Superstar” at www.wwe.com/beasuperstar. These three Superstars will be featured in more than a dozen engaging videos showing how they each embody Gillette Fusion qualities of individuality, style and confidence.
“Stepping Up” is hosted by John Cena offering tips to help guys step up and be successful. “Body Basics” is hosted by Cody Rhodes and teaches guys why it is crucial to have their “mantemple” look its best. “Express to Impress” is hosted by Chris Jericho who helps guys develop their own style to stand out from the crowd.
This is the first custom video product integration for the personal care category that provides both product education with personal insight into the Superstars’ lives. WWE fans can also take a personal role by uploading their photos into the mosaic Photo Wall and share their opinions about style on the Comment Wall. This unique content will also be featured in online advertising and on social networking sites like Facebook, YouTube and Twitter and shared with friends.
“WWE Superstars perform under pressure in front of millions of fans each week and these videos help reinforce the importance of a grooming routine in helping guys look, feel and be their best,” said Tim Williams, Marketing Director, Gillette. “We continue to have a successful relationship with John Cena and WWE and we are pleased to expand this program to include more Superstars to help us reach the loyal and passionate WWE fans.”
“WWE is excited to continue our Gillette partnership with the “Be A Superstar” campaign. This form of branded entertainment is a great opportunity for Gillette to engage with the WWE Universe through digital content integration via our Superstars,” said Joe DelGrosso, Senior Vice President, Integrated Sales.
The new campaign’s debut follows P&G’s recent purchase of The Art of Shaving and the super premium men’s skin care line Zirh as part of its strategy to win with men and build P&G Beauty & Grooming, which includes Gillette, Old Spice, Braun and a collection of leading male Fine Fragrances, into the world’s premier male grooming company.
For information about Gillette products, please visit www.gillette.com.