GilletteLabs x Razer
The 6th Annual Awards
- Best Esports or Gaming Partnership
- Best Engagement Through Esports & Gaming
- Best Global Campaign
- Best Integrated Campaign
- Best Launch Campaign
ABOUT THIS ENTRY
GilletteLabs and Razer elevated the shaving and gaming routine with a 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.
How does this represent “Excellence in Engagement”?
Sometimes 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
Links
Featured
- The Gillette Gaming Alliance
- NiceWigg
- Alex ”Goldenboy” Mendez
- Sherrod Martin
- Joe Fenti
- Hector “Repullze” Torres
Credits
Daniel Ordonez
VP, Gillette Global Brand Franchise
Gillette
Michiel Coppes
Global Brand Director Gillette Sports & Gaming + Sales Director GilletteLabs
Gillette
Denis D'Havé
Sr. Brand Manager - Gillette Europe Male Premium Razors
Gillette
Petra Stoffel
Global Gillette & Grooming Sustainability Communications
Gillette
Viktoria Buben
Sr. Global Brand Manager - Gillette Essentials & Gaming
Gillette
Julia Lafeldt
GCommunications Director - Gillette
Gillette
Min-Liang Tan
Founder & CEO
Razer
Mayumi Yokomizo
Business Development & Strategic Partnerships
Razer
Ayesha Durante
VP, Global Head of Marketing
Razer
Bob Picunko
Head of Marketing, Americas
Razer
Will Powers
PR Lead, Americas
Razer
Maren Epping
Head of Communications (EMEA)
Razer
Carey Spence
Head of Global, PR
Razer
Chris Mitchell
Sr. Director, Marketing (EMEA)
Razer
Patrick Wixted
SVP, Client Services Director, Sports Co-Leader
Ketchum
Kristyn Brown
VP, Sports
Ketchum
Joey Bosserman
Managing Account Supervisor, Sports
Ketchum
Jill Howard
SVP
Ketchum
Julie Nunes
VP
Ketchum
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