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Grooming for the World Stage

By: Abby Penning
Posted: January 9, 2012

P&G men’s grooming brand Gillette announced a team of athletes that are set to represent the brand at the 2012 Olympic Games, which will take place in London this summer. According to the company, the Gillette campaign will be the first program launched as part of a 10-year partnership between P&G and the Olympic Movement, and P&G global marketing and brand building officer Marc Pritchard said, “We think Gillette’s program is the perfect start to P&G’s Olympic Games Program.”

Notably, P&G’s partnership with the International Olympic Committee, which supports the Olympic Movement, continues through the next five Olympic Games from London 2012 through the 2020 Olympic Games. Presumably, this will mean aligning more of P&G’s brands with the iconic Olympic Games, one of the most highly watched global events, gaining P&G not only further visibility, but also the equity of being associated with the Olympics.

The Gillette campaign—which features athletes such as Switzerland’s Roger Federer, the U.K.’s Chris Hoy and the U.S.’s Ryan Lochte—will include the athletes being involved in activities that help promote preparation and dedication as a way to achieve greatness, in athletics and in life. Through the campaign, according to a P&G press release, Gillette hopes to inspire future generations of Olympians by telling powerful, personal stories that illustrate the importance of a great start from the athletes’ perspective. Additionally, the campaign also aims to help reinforce Gillette’s role in preparing more than 800 million men around the world for their day with the use of its shaving and grooming products, which can be a key part of their grooming ritual that helps them give them a great start to their day so they can look, feel and be their best.

“The Gillette ambassadors exemplify the importance of a great start in life and in their athletic events,” said Patrice Louvet, P&G president of global grooming and shave care. “We are pleased to welcome this outstanding team of athletes to the Gillette family. Together, we hope to make a real difference in the lives of young athletes around the world.”