Gillette Readies Push With Beckham

NEW YORK British soccer icon David Beckham has signed a three-year deal with Gillette to appear in ads for its men’s grooming line, the company said.

A new campaign with the Real Madrid star is tagged “Feeling of Gillette.” It was crafted by Omnicom Group’s BBDO in New York and breaks in Europe next month.

Beckham is also scheduled to appear in a North America campaign in mid-July as part of the “Best a man can get” campaign, a Gillette representative said.

In a statement, Peter K. Hoffman, Gillette’s president for blades and razors, said, “David Beckham is seen by millions as the best a man can be. We intend to globally market him as Gillette’s stylish, well-groomed man.”

Beckham said in a statement, “Gillette is a brand that everyone respects and I’m looking forward to being part of their business for several years.”

The Boston-based company spent $80 million in U.S. media in 2003 on its men’s razor products and another $30 million on grooming products such as deodorant and shaving cream, per Nielsen Monitor-Plus.