Special to NYSportsJournalism.com
April 9, 2014: Gillette has signed a trio of athlete ambassadors to promote its new Body manscaping line, who will "share tips and tricks for achieving peak performance."
The three have accomplished quite a lot in their respective fields: skateboarding icon Ryan Sheckler, beach volleyball multiple world champion and Olympic gold medalist Phil Dalhausser, and CrossFit champ Jason Khalipa.
A TV spot that broke in March talks about the Body line but does not feature the renowned athletes.
The group will solicit and share tips in a marketing campaign that initially is based in social media such as Twitter and Facebook. In addition, people will have an opportunity to participate in an ultimate #BODYREADY personal training day with each athlete.
Financial terms of the deals were not disclosed.
Gillette Body marketing takes a specific at times when guys would be shirtless.
According to one tag line, “With summer around the corner, it’s all about working out, training, and getting fit.”
Another declares, "Its habitat: Your bathroom. Its prey: Every hair on your body."
The campaign is the next evolution of a Gillette effort from last year for its Pro Glide Styler, which features actress/models Kate Upton, Genesis Rodriguez and Hanna Simone in a TV spot revealing their specific preferences regarding their men and manscaping.
“Gillette has applied more than 100 years of shaving expertise to design its first razor created for the male terrain,” Aaron Paas, brand manager for Gillette North America, said in a statement. “And with shirtless season just around the corner, Gillette Body is a great finishing touch as men prep and get body ready for summer.”
Gillette plans to launch the campaign via its social media network. The brand's Facebook page has 1.9 million likes, Twitter has 58.8K followers.
According to Gillette, people can post their best training, fitness or health tip using the #BODYREADY hashtag across Facebook, Twitter, and Instagram. For each athlete, a local consumer "could then have the opportunity to participate in a personalized 'day in the life' training experience and fitness and nutrition crash course with Ryan, Jason or Phil."
“With summer around the corner, it’s all about working out, training, and getting fit,” Sheckler said in a statement. “The opportunity to partner with Gillette Body and potentially having a fan hang out and train with me is really exciting.”
In marketing, Gillette explains, "Introducing Gillette Body, Gillette’s first razor built for male terrain. Gillette Body allows you to shave your most important parts with confidence and less feel of irritation . . . Whether you call it body grooming or manscaping, Gillette Body can navigate your terrain for a great shave, wherever you need it."
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