GilletteLabs x Razer | 6th Hashtag Sports Awards

GilletteLabs x Razer

GilletteLabs, Razer, Ketchum

The 6th Annual Awards

Nominee ✨
  • Best Esports Partnership
  • Best Global Campaign
  • Best Integrated Campaign
  • Best Launch Campaign
  • Best Engagement Through Esports & Gaming

ABOUT THIS ENTRY

**GilletteLabs and Razer elevate the shaving and gaming routine with limited-edition product collab **Gillette, the world's largest male grooming company, and Razer, the world’s leading lifestyle brand for gamers, teamed up to launch the ultimate collaboration in grooming and gaming this past summer. The two brands – who both have longstanding gaming history – met at the intersection of design, innovation, and cutting-edge technology to unveil the GilletteLabs Razer Limited Edition. Products started rolling out in stores and online at the end of August.

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How does this represent “Excellence in Engagement”?

Somtimes the simplest collabs are the most effective, and this wasnt just a clever naming convention coincidence. The gaming community absolutely loved leveling up their look good, game good approach with this collab. As part of its commitment to showing up at the largest gaming events in the world and connecting with gamers and fans, Gillette partnered with The Esports Awards – the global gaming event that recognizes excellence in gaming, esports and content creators to millions of viewers each year. While at The Esports Awards, Gillette used this moment to officially launch its new creative gaming concept – Hit Reset with Gillette and level up the presence of the GilletteLabs x Razer. Why It Matters: Two iconic brands in their respective spaces coming together. As a non-endemic brand playing in the gaming space, Gillette, and Razer, a gaming tech brand, continued to level up their presence and connect with gamers and fans through unique content, collaborations, and executions.

Objective

* Drive product sales and increase awareness of GilletteLabs among young men gamers * Increase awareness of GilletteLabs in the gaming space * Introduce Razer to fans and customers of Gillette and have Razer show up in retail in a unique and new way

Strategy & Execution

* Based on research and analytics of target audiences, Gillette landed on partnering with Razer, the world’s leading lifestyle brand for gamers, to create the ultimate collaboration of gaming and grooming * Gillette x Razer primed the audience with an April Fool’s Video teasing the product in a way that was funny and attention grabbing, and the audience loved it and wanted more * When it became reality, Gillette x Razer deployed a global 360-degree campaign utilizing content creators, earned media relations both virtual (media targets around the world) and executed an in-person activation at the biggest gaming event in the world, Gamescom * To further amplify, GilletteLabs worked with lifestyle + gaming influencer partners to drive excitement for the product launch. Additionally, all markets received a toolkit to amplify and activate locally in their respective region.

Organizations

  • GilletteLabs
  • Razer
  • Ketchum

Credits

Patrick Wixted
SVP
Ketchum

Petra Stoffel
Global Gillette & Grooming Sustainability Communications
Gillette

Celebrate in NYC

Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.

 

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