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| Celebrity Brand Ambassador Gillette & Johnny Damon Client Objectives Gillette wanted to introduce Gillette M3Power, a micro-powered shaving system that stimulates hair away from the skin to provide a closer shave. Increase consumer awareness of new shaving technology. Encourage Gillette users to buy their new product and non-Gillette users to switch product brand. Steiner Sports Solution Johnny Damon, the Boston Red Sox center fielder, had grown a full beard since the American League Championship Series, and was known around baseball as the “Caveman.” Steiner engineered a creative opportunity by pairing Gillette with Damon. Program On May 21, 2004, in Boston, Gillette held the event in which Johnny Damon was given a clean shave by a local salon. For Damon’s participation, Gillette donated money to the Boston Public Library children’s literacy program. Results 723 placements. 95 million media impressions. |
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