SBD/January 3, 2011/Marketing and Sponsorship

Gillette Expands Young Guns With Longoria, Matt Ryan, Others

Gillette on Friday announced the launch of its expanded Young Guns program by unveiling its '11 roster of six athletes: Falcons QB Matt Ryan, Ravens RB Ray Rice, Rays 3B Evan Longoria, Rockies CF Carlos Gonzalez and NASCAR drivers Denny Hamlin and Kyle Busch. The six will appear in print and broadcast ads, consumer promotions, POS materials, online and PR activities. The central theme of the new ad campaign is "Be Ready." Through the Young Guns program, Gillette will give fans greater access to the six endorsers. The first opportunity is in the Jan. 10 issue of ESPN The Magazine, through which fans will be able to access exclusive video content on each of the athletes via Quick-Response Codes on their mobile devices (Gillette). In Denver, Jim Armstrong noted Gonzalez recently flew to Atlanta "to film a Gillette commercial." Gonzalez' profile "has shot up so high and so fast" following the '10 season that saw him finish third in the MVP voting that he "has hired a public-relations assistant to handle his cluttered schedule" (DENVER POST, 12/26).
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