Capitals RW Alex Ovechkin's four-year contract with Procter & Gamble's Gillette brand ended Dec. 31, but the two sides are "exploring ways to collaborate again in the future," according to Ian Oland of independent blog RUSSIAN MACHINE NEVER BREAKS. Among Ovechkin’s responsibilities "was to promote the product in his homeland." Gillette North American Shave Care Communications Leader Kurt Iverson said, “With the launch of our new Gillette Fusion ProGlide with Flexball Technology, we’re just focusing more on the addition of the second pivot in telling the product story. Alex was great for the brand and we enjoyed working with him. We’ll be sure to send him the new product in case he wants to try it out.” Oland cited a brand popularity report as showing that Ovechkin’s commercials and marketing material "helped Gillette receive its highest ranking ever among Russian men aged 18 to 34." David Abrutyn, who handles marketing for Ovechkin, said, “This has been a very good relationship for Alex and Gillette. Gillette was one of the first consumer product companies to use Alex in Russian specific advertising" (RUSSIANMACHINENEVERBREAKS.com, 1/19).
