John Cena, Chris Jericho and Cody Rhodes, three of World Wrestling Entertainment’s superstars, are partnering with Gillette in a series of online videos that integrate product education with personal insights.
The three appear in the new four-month campaign, called “Be A Superstar”. The series will include more than a dozen videos.
In one video, “Stepping Up,” hosted by John Cena, he offers 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. And “Express to Impress” is hosted by Chris Jericho who helps guys develop their own style to stand out from the crowd.
People can also upload their own photos into a mosaic “photo wall” and share their opinions about style on the “comment wall.”
A number of Gillette products appear in the series, including Fusion Power Razor, Fusion Hydragel, styling pastes and gels and Fusion Aftershave Balm, among others.
This content will be featured in online advertising and on social networking sites like Facebook, YouTube and Twitter.
The videos are also being promoted in shorter mini-tip vignettes distributed as pre-roll in front of other WWE content accompanied by companion banner ads in the WWE video player and in e-mail newsletters to the fan base. Weekly editorial promotions will be posted on WWE.com around the release of a new vignette. An advertorial will appear in WWE Magazine. WWE will also be promoting the “Be a SuperStar” site and getting exposure for the videos at its weekly Live TV events and pay-per-views. And fans can sign up for special alerts to be notified when there are new videos.
Cena and Gillette go back to 2007, when he appeared on the reality program “Fast Cars & Superstars—The Gillette Young Guns Celebrity Race.” He hs also starred in two Gillette national TV campaign and he has made several public appearances on behalf of Gillette.
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 build sales among men within P&G Beauty & Grooming, which includes Gillette, Old Spice, Braun and a collection of male fine fragrances.
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