Razor brand Gillette has expanded its relationship with World Wrestling Entertainment® and introduced a new, four-month interactive online campaign featuring WWE Superstars John Cena, Chris Jericho, and Cody Rhodes called “Be A Superstar” These three Superstars will be featured in more than a dozen engaging videos showing how they each embody Gillette Fusion qualities of individuality, style and confidence.

“Stepping Up” is hosted by John Cena offering tips to help guys step up and be successful. “Body Basics” is hosted by Cody Rhodes and teaches guys why it is crucial to have their “mantemple” look its best. “Express to Impress” is hosted by Chris Jericho who helps guys develop their own style to stand out from the crowd. This is the first custom video product integration for the personal care category that provides both product education with personal insight into the Superstars’ lives. WWE fans can also take a personal role by uploading their photos into the mosaic Photo Wall and share their opinions about style on the Comment Wall. This unique content will also be featured in online advertising and on social networking sites like Facebook, YouTube and Twitter and shared with friends.

“WWE Superstars perform under pressure in front of millions of fans each week and these videos help reinforce the importance of a grooming routine in helping guys look, feel and be their best,” said Tim Williams, Marketing Director, Gillette. “We continue to have a successful relationship with John Cena and WWE and we are pleased to expand this program to include more Superstars to help us reach the loyal and passionate WWE fans. WWE is excited to continue our Gillette partnership with the “Be A Superstar” campaign. This form of branded entertainment is a great opportunity for Gillette to engage with the WWE Universe through digital content integration via our Superstars,” said Joe DelGrosso, Senior Vice President, Integrated Sales.

The new campaign’s debut follows P&G’s recent purchase of The Art of Shaving and the super premium men’s skin care line Zirh as part of its strategy to win with men and build P&G Beauty & Grooming, which includes Gillette, Old Spice, Braun and a collection of leading male Fine Fragrances, into the world’s premier male grooming company.

Gillette® [PG] has expanded its relationship with World Wrestling Entertainment® and introduced a new, four-month interactive online campaign featuring WWE Superstars John Cena, Chris Jericho, and Cody Rhodes called “Be A Superstar”. These three Superstars will be featured in more than a dozen engaging videos showing how they each embody Gillette Fusion qualities of individuality, style and confidence. “Stepping Up” is hosted by John Cena offering tips to help guys step up and be successful. “Body Basics” is hosted by Cody Rhodes and teaches guys why it is crucial to have their “mantemple” look its best. “Express to Impress” is hosted by Chris Jericho who helps guys develop their own style to stand out from the crowd.

This is the first custom video product integration for the personal care category that provides both product education with personal insight into the Superstars’ lives. WWE fans can also take a personal role by uploading their photos into the mosaic Photo Wall and share their opinions about style on the Comment Wall. This unique content will also be featured in online advertising and on social networking sites like Facebook, YouTube and Twitter and shared with friends.

“WWE Superstars perform under pressure in front of millions of fans each week and these videos help reinforce the importance of a grooming routine in helping guys look, feel and be their best,” said Tim Williams, Marketing Director, Gillette. “We continue to have a successful relationship with John Cena and WWE and we are pleased to expand this program to include more Superstars to help us reach the loyal and passionate WWE fans.”
“WWE is excited to continue our Gillette partnership with the “Be A Superstar” campaign. This form of branded entertainment is a great opportunity for Gillette to engage with the WWE Universe through digital content integration via our Superstars,” said Joe DelGrosso, Senior Vice President, Integrated Sales.

The new campaign’s debut follows P&G’s recent purchase of The Art of Shaving and the super premium men’s skin care line Zirh as part of its strategy to win with men and build P&G Beauty & Grooming, which includes Gillette, Old Spice, Braun and a collection of leading male Fine Fragrances, into the world’s premier male grooming company.

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®.