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Gillette Re-ups Its Marketing Collaboration with McLaren Mercedes

Posted: April 15, 2014

P&G grooming brand Gillette enhancing its collaboration with F1 racing team McLaren Mercedes. The two brands are extending their partnership to bring to life an innovative marketing campaign focused on "Precision Engineering." The partnership covers the Europe, Middle East and Africa. Gillette and McLaren, which share an ethos of innovation and precision engineering, are coming together for an exciting new marketing campaign emphasizing the ways the two brands push boundaries of technology. With this partnership, the male shaving category will move up a gear.

Ultimate precision technology and a passion for winning are deeply encoded in the DNA of both brands. Gillette and McLaren help lead engineering refinement, whether that's seen in developing blades thinner than a wave length of light or engineering car components that are accurate tolerances of a fraction of a human hair.

This passion for the best will be further leveraged through a pioneering sports marketing campaign that aims to reach and inspire millions of men with cutting edge communication behind TV, digital PR and in-store programs. McLaren Mercedes F1 drivers Jenson Button and Kevin Magnussen will engage men's passion for Formula 1 and thrill the millions that enjoy Gillette grooming expertise and superior technology day in, day out.

Eric Boullier, racing director at McLaren Mercedes, said, "It is very exciting to be able to announce a new partnership between McLaren Mercedes and Gillette. Gillette is synonymous with precision engineering and with innovation. These are values we hold dear at McLaren as we strive to deliver world beating performance. The fact that a global brand of the stature of Gillette has chosen to engage in a major multi-national partnership with McLaren Mercedes is also a reflection of the strength of our brand and our ability to reach millions of avid motorsport fans around the world."

"Gillette has a rich heritage of making men feel and be at their best. We stand for excellence in shaving. We couldn't think of any partner that shares those values more than McLaren Mercedes," commented Hossam Ashour, Gillette Europe, the Middle East and Africa shave care vice president. "For more than 40 years McLaren has innovated in superior engineering and performance. This makes them the ideal partner to demonstrate our belief in the importance of the precision when it comes to shaving."