LONDON — Procter & Gamble’s Gillette brand is enhancing its collaboration with McLaren Mercedes to bring to life a marketing campaign focused on Precision Engineering.
The partnership covers Europe, Middle East and Africa. Gillette and McLaren are coming together for a new marketing campaign emphasizing the ways the two brands push boundaries of technology.
As the ultimate male grooming and high-technology experts, Gillette and McLaren are constantly innovating to achieve greater precision and enhanced performance. 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 groundbreaking achievements on the track, the companies stated.
This passion will be further leveraged through a sports marketing campaign that aims to reach and inspire millions of men via 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 Gillette grooming technology.