Gillette, the world’s leading male grooming brand, is enhancing its
collaboration with McLaren Mercedes, one of the most prestigious and successful
teams in F1 history. The two brands are extending their partnership to bring to
life an innovative marketing campaign focused on Precision Engineering.
The
partnership covers the Europ9e, 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 emphasising the ways the two
brands push boundaries of technology. With this partnership, the male shaving
category will move up a gear.
As the
ultimate male grooming and high-technology experts, Gillette and McLaren
constantly innovate to achieve greater precision and enhanced performance.
Ultimate precision technology and a passion for winning are deeply encoded in
the DNA of both brands. Gillette and McLaren 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.
Gillette
ushered in the era of modern shaving and for 110 years constantly reinvented
the shaving category. McLaren pioneered the first carbon fibre chassis in
Formula 1 and introduced advanced electronic systems leading to decades of
ground-breaking achievements on the track.
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.”
Like McLaren Mercedes, its Official
Partner, Gillette has always applied immaculate detail to every one of its own
innovations; engineering and refining products down to the microscopic razor’s
edge. It is this precision that gives 800 million men across the globe the
edge; shaving performance that makes them look, feel and perform at their best.
With years of technological and product innovation of this calibre, Gillette
has created its most advanced razor ever – as seen in the Gillette Fusion
ProGlide, a true advancement in shaving precision and performance.
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