BOSTON, Sept. 28 /PRNewswire-FirstCall/ -- (NYSE: PG) -- Gillette® [PG] today announced the launch of a new advertising campaign introducing the latest entry into the Gillette Fusion® razor family -- the Gillette Fusion MVP(TM). The campaign features Atlanta Falcons' quarterback and the NFL's 2008 Rookie of the Year Matt Ryan. The razor features a sleek new look and Fusion's five-blade shaving surface for unsurpassed comfort and proven performance even on sensitive skin. The spot will begin airing on Monday, September 28 on network and cable television programming.
Sensitive skin is a real problem for guys. In the U.S., more than 40 percent* of men claim to have sensitive skin. The situation is worse if you are a pro football player with sensitive skin and face extreme conditions on game day.
"Matt Ryan is one of the NFL's rising stars and his performance on and off the field makes him a perfect fit for Gillette," said Michelle Potorski, Associate Marketing Director, Gillette North America. "We teamed up with Matt because he has sensitive skin and he knows firsthand how shaving with Fusion, Gillette's most comfortable shave, can provide a solution."
The 30-second commercial, which was created by BBDO New York, captures Ryan on the field facing the hot sun, heavy rain, whipping wind and snow that an NFL quarterback is challenged with on a weekly basis. The creative concludes with Ryan in the locker room using the Fusion MVP razor. The commercial was filmed in New York City at Steiner Studios in the Red Hook section of Brooklyn.
Earlier this year, Gillette kicked off its relationship with the NFL through a multi-year marketing and sponsorship campaign as an official sponsor of the NFL. The Gillette Fusion MVP razor is featured as one of Procter and Gamble's "Official Locker Room Products of the NFL" family of brands.
*Source: Gillette Data
For photos, videos and more information about Gillette grooming products or to check out the latest Gillette advertisements, please visit http://www.GilletteResourceCenter.com.
About Gillette Fusion
Gillette Fusion is the world's first razor system with advanced blade technology including a 5-blade Shaving Surface(TM) on the front of the cartridge and a Precision Trimmer(TM) on the back. Gillette's Fusion family of razors includes Fusion®, Fusion® Power, Fusion Power® Phantom®, Fusion® Phenom® and Fusion® Power Phenom®, Fusion® Power Gamer®, Fusion® Gamer® and Fusion® Power MVP(TM) and Fusion® MVP(TM). The Gillette Fusion franchise launched in 2005 and became the fastest brand in P&G history to generate more than one billion dollars in sales, joining the ranks of powerhouse brands Tide®, Crest®, Braun®, Oral-B®, and Olay®.
About P&G Grooming
P&G Grooming helps more than 600 million men throughout the world look, feel and be their best. P&G's recent purchase of The Art of Shaving® and the super-premium men's skin care line Zirh® strengthen its position as the world's premier Male Grooming Company. The acquisition of these premium male grooming and skincare brands expand P&G's presence in the prestige grooming category, which complements its strong portfolio of mainstream male grooming brands, including Gillette®, Braun®, Old Spice® and as well as an impressive collection of leading male fine fragrances.
About P&G Beauty & Grooming
P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, P&G's beauty and grooming products delivered sales of nearly $28 billion in fiscal year 2007/08 , making it one of the world's largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Gillette®, Braun ®, Old Spice®, The Art of Shaving®, Zirh®, Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice 'n Easy®, Venus®, SK-II®, Wella Professionals®, and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.
CONTACT: Mike Norton Gillette +1-617-421-8201 Bryan Kirsch Taylor +1-212-714-5713
SOURCE Procter & Gamble