(3 Mau 2006 6:30 pm)

MUMBAI: Gillette which is a partner of football's governing body Fifa has introduced the 200ml limited edition cans of its MACH3Turbo shaving gel and Gillette Series antiperspirant and deodorant.

The product is for the US and Europe markets and are being launched to coincide with the 2006 Fifa World Cup tournament which takes place in Germany from 9 June to 9 July 2006.

Designed to resemble a football the package is contoured in a comfortable, easy-to-grip shape, facilitating product dispensing. The creative shape also underscores Gillette's commitment to the sport of football, which is a passion for many of the company's existing and target customers.

Gillette says that it recognises that packaging has become one of the most important ingredients in the adoption and maintenance of a brand's key messaging. Developing these innovative cans is a great way to generate excitement for the World Cup tournament, differentiate the brand in the highly competitive personal care market and improve consumer
experience where it matters the most - in the hand.

The ability to create this unique design results from Gilette's parent company Crown's proprietary blowforming process, which begins with preforms placed in precision engineered molds to create the desired shape. The preform is then blowformed using high- pressure air, causing it to expand into the shape of the mould and forming the unique package.