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BOSTON Grooming products giant Gillette said it has signed iconic figures from three different sports to anchor its new Gillette Champions marketing program.
The stars are Roger Federer (tennis), Thierry Henry (soccer) and Tiger Woods (golf). Gillette chose them for their competitive achievements, sportsmanship and positive off-field images, the Boston-based company said.
They will be integrated into global print and broadcast advertising, consumer promotions, point-of-sale materials, online and public relations in support of Gillette’s shaving products.
Gillette, a unit of Procter & Gamble, uses Omnicom Group’s BBDO in New York as its lead creative agency.
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