Catchfence

NASCAR® Stars to Travel to Hometowns in an Effort to Record 500 miles of Shaved Skin

Boston, February 10, 2010 (NYSE:PG) – Gillette® [PG], the world’s leading grooming brand, today announced a unique race for its line-up of NASCAR® stars – The Gillette 500. The promotion, also known as “The Great American Shave,” will pair the Gillette Young Guns in “shave teams” of two in a challenge to see which team can encourage the most guys to join their team by shaving and then logging shaves on Gillette500.com.

Beginning in Daytona, Florida, site of the Daytona 500, which airs Sunday on FOX at 1 p.m. ET, a Gillette-branded motorcoach will travel coast-to-coast, making special pit stops at all the drivers’ hometowns. The Gillette Young Guns “shave teams” feature Clint Bowyer with Carl Edwards, Kyle Busch with Joey Logano and Denny Hamlin with Kasey Kahne.  Throughout the competition, the teams will be on a mission to record a goal of more than 500,000 shaves – the equivalent of 500 miles of skin – with the Gillette Fusion MVP™ razor before April 30, 2010.

“We are looking for interesting and personal ways to connect with our drivers’ loyal fan base,” said Michelle Potorski, Associate Marketing Director, Gillette North America.  “The Gillette 500 provides fans with an opportunity to support their favorite driver and to see the Gillette Young Guns recruiting guys to join their team.”

The campaign will be supported by a series of webisodes, along with a television spot that will debut during the Daytona 500 on FOX.  All the “shave teams” were featured in the creative spots in various comical settings recruiting fans to become a part of their team.  One team visits an ice skating rink, while another stops by a local book club meeting to reinforce how even guys with sensitive skin can use the Gillette Fusion MVP™ razor everyday.

For all the race details, fans can log onto Gillette500.com.  In addition to joining one of the shave teams in the goal to achieve 500 miles of shaved skin, fans have the opportunity to enter the Gillette 500 sweepstakes.  The sweepstakes will award one registered fan with the opportunity to receive a hometown visit by one of the Gillette Young Guns.  Fans can come back to Gillette500.com everyday to submit both their shaves and an additional entry to the sweepstakes.
The creative was created by BBDO New York and filmed in Charlotte, North Carolina.  Since its inception in 2003, The Gillette Young Guns program continues to be a core marketing platform for Gillette.  Throughout its tenure, Gillette Young Guns drivers have combined for four NASCAR Sprint Cup Series™ Championships and four Daytona 500 victories.

About Gillette Fusion

Gillette Fusion is the world’s first razor system with advanced blade technology including a 5-blade Shaving Surface™ on the front of the cartridge and a Precision Trimmer™ on the back.  The Gillette Fusion franchise was launched in 2005 and became the fastest brand in P&G history to generate more than one billion dollars in sales, joining the ranks of powerhouse brands Tide^®, Crest^®, Braun^®, Oral-B^®, and Olay^®.

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 (NYSE: PG)

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of over 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

- Taylor PR for Gillette Young Guns, Press Release