Gillette changes region with McLaren
After a year of partnership focused on Asia, Gillette has decided to extend its partnership with McLaren but with a focus on the Europe, Middle East, and Africa region.
The partnership between Gillette and McLaren is unique in the sense that the brand’s logo does not appear at all, neither on the cars of Jenson Button and Kevin Magnussen, nor even on the team’s traditional communication materials.
On the other hand, the two Woking drivers are available for communication operations, whether in digital or television advertising, or even in stores. It is indeed the image projected by the athletes that interests the subsidiary of the Cincinnati giant, Procter & Gamble. It is therefore a partner of many athletes, from Roger Federer to Lionel Messi.
As the geographical area of the agreement has changed, Gillette involved Hossam Ashour, who is responsible for the entire geographical area concerned: « Gillette has a rich heritage of helping men look and feel their best. We strive for excellence in shaving. We couldn’t think of a better partner that shares these values more than McLaren Mercedes. For over 40 years, McLaren has been innovating in superior engineering and performance. This makes it the ideal partner to demonstrate our belief in the importance of precision when it comes to shaving. »
Nevertheless, this announcement is somewhat strange from a timing perspective: the Formula One circus has just left the Middle East (Bahrain) to go to China, before returning to Europe (Spain). If the intention to limit to a specific area had to be respected, it would have been more logical to do it either earlier or later… Meanwhile, McLaren still does not have a title sponsor, despite announcements made ahead of the Australian Grand Prix…
With the participation of www.Racingbusiness.fr
