By John Glenday | Reporter

Gillette

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Sports Marketing article

February 23, 2022 | 2 min read

Raheem Sterling is sharpening up the image of Gillette Labs by returning to the male grooming brand to promote its latest razor.

The England footballer and anti-racism campaigner is the face of a new TV advert, which sees the star demonstrating the perfect shave before showing off some fancy footwork.

Dominated by the black-and-green visual identity of the Gillette Labs Exfoliating Razor as a backdrop, the campaign conveys the message that your morning routine can be effortless when you have the right tools for the job.

Distinguished from its rivals by a built-in exfoliation bar, Gillette contends that its latest blade permits effortless one-stroke smoothing and shaving.

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Matt Thomas, senior director for Grooming at P&G, commented: “We know some guys think shaving is a hassle. Not any more. This new razor from Gillette Labs combines shaving and exfoliation in one effortless stroke. You get the world-class technology you’d expect from Gillette, together with beautiful design for the perfect combination of form and function. We’re changing the face of shaving and making it effortless.”

Billed as Gillette’s largest-ever product launch, the campaign seeks to cut through a crowded marketplace via a takeover of the Gillette Soccer Saturday partnership with Sky Sports. Gillette will also paint the town black and green with a colorful display at Piccadilly Circus.

Sterling was recently named as brand ambassador for Headspace, the mindfulness and meditation app.

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