Gillette is bringing back its gaming-focused marketing effort -- the Gillette Gaming Alliance -- and will activate around a roster of international streamers/influencers as part of the brand’s new “Hit Reset with Gillette” campaign. Popular streamers in the effort include AJ3 (U.K.), Sidney Eweka (Germany), Elded (Mexico), PizFN (Italy), Xiuder (Italy), Tvander (Spain) and Idreau (France). There is notably no U.S. streamer as part of the activation, which is being handled by agencies Ketchum and Kairos. Also not returning for this effort is Lando Norris, the F1 driver for the McLaren team who was part of the Gillette Gaming Alliance in past years.
The extension of the effort comes just ahead of the Esports Awards in Las Vegas this week, which Gillette also sponsors. The brand will have a “Reset with Gillette” pre-show feature, a GilletteLabs product integration and attendance from brand ambassadors. Gillette has been a mainstay in esports and gaming in recent years. Most recently, Gillette and peripherals brand Razer partnered for a limited-edition series of Razer-branded grooming products. In the streaming space, Gillette also sponsors Dude Perfect, per info from SBJ Atlas.
