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Apr232010

Gillette Readying Major Push Behind Fusion ProGlide Launch

April 23, 2010: Gillette is pulling out all the stops to support the launch of its Fusion ProGlide shaving system: a multi-media ad campaign, experiential marketing including an event with a group of all-star athletes and product giveaways.

Now, to coincide with the official launch date of June 6, Gillette said it would team with Target to sponsor the Nascar Sprint Cup Series race at Pocono Raceway (Long Pond, PA) on June 6. The event, now called the Gillette Fusion ProGlide 500 Presented by Target, will feature a plethora of activities and promotions designed to support the new razor.

Gillette, a division of Procter & Gamble, recently launched a teaser spot touting the June 6 launch. A larger marketing campaign is set to break in late May, including TV, print, POP, outdoor and Internet. Lead agency is BBDO, New York.

The Fusion line is a $1 billion brand in annual sales and accounts for 45% of the men's razors sold in the U.S., according to P&G.

Earlier this month, the company hosted the Gillette-EA Sports Champions of Gaming Global Finals in New York, which included NHL legend  Wayne Gretzky, Atlanta Falcons quarterback Matt Ryan, soccer star Landon Donovan and Derek Jeter of the New York Yankees, who has been featured in several Gillette marketing efforts.

In conjunction with the Gillette Fusion ProGlide 500 Presented by Target, the grooming brand will activate behind its Gillette Young Guns drivers, including Clint Bowyer, Kyle Busch, Carl Edwards, Denny Hamlin, Kasey Kahne and Joey Logano. Gillette said the drivers would be "incorporated into all planned activations, including at-track, creative and digital to support the launch of the Gillette Fusion ProGlide."

In addition, each driver has an allotment of tickets to distribute throughout various outlets, including social networking sites and their respective fan clubs and charities. The Gillette Fusion ProGlide 500 Presented by Target will air live on TNT (1 PM ET).

"We are very excited about our upcoming partnership with Pocono Raceway and Target," Michelle Potorski, associate marketing director, Gillette North America, said in a statement. "The race sponsorship provides the perfect opportunity to further enhance our efforts to inform consumers of the engineering advancements and breakthrough technology achieved with the Gillette Fusion ProGlide."

According to Gillette, the Fusion ProGlide includes such new features as a microcomb that "helps guide hair to the blade," unique mineral-oil lubrication and blades that are 15% thinner, which are designed to tug skin less.

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