MUMBAI: Gillette announced the launch of the new Gillette Champions program unveiling its newest brand ambassadors -Tiger Woods, Roger Federer and Thierry Henry.
The three ambassadors will be fully integrated into Gillette brand programs and will be leveraged through multi-faceted marketing initiatives, including global print and broadcast advertising, consumer promotions, point of sale materials, online and public relations in support of Gillette's premium shaving products. The Gillette Champions program is scheduled to roll out in over 150 markets in the first year.
Consistent with the program values, these three ambassadors were selected not only for their sporting accomplishments, but also for their behaviour away from the game.
Gillette Global Grooming President Chip Bergh said, "The Gillette name is synonymous with being the best. These three athletes have proven they have what it takes to be a champion on the course, the court or the pitch. They were chosen not only for their outstanding sporting performances, but also for their performance off the field, in their charitable actions, support of social causes or their reputations as icons of true sporting values. That is what the Gillette Champions is all about. Millions of men, women and children around the world look to these athletes, who raise their level of play and bring the game to a new level. They set the standard in sports and style."
Commenting on being a Gillette Champion, Tiger Woods added, "Being a part of the Gillette Champions program was a natural choice for me. In golf, having confidence is essential, and a critical element of confidence is looking and feeling my best."
Voted one of People Magazine's sexiest men alive, Roger Federer provides his insight on the new program, "I'm honored to be considered with these other fine athletes. In the world of sport, there are a number of elite athletes doing important things on and off the court. As a new ambassador for the Gillette Champions program, I recognize the responsibility of encouraging us all - player and fans alike - to look and act like champions."
Captain of Arsenal F.C Thiery Henry reiterated, "As an athlete who depends on my teammates every week, I recognize the importance of working together toward a common goal. Being a champion is much more than holding a trophy or receiving a medal - a champion stands up for what is right and encourages others to do the same. I am a part of the Gillette Champions program because I want to encourage others to be the best they can, not only during the game, but also in life."
