What the Hell? Okay, there's a couple issues that I have with this:
#1: The majority of John Cena's fan base are kids. Seriously, in my opinion, you have to be under 12 years old to like John Cena's current character. Unless somewhere in the country, there is a large colony of 10 year olds with overgrown beards, from a marketing standpoint, this is just silly.
#2: According to the press release, the new razor that Cena will be promoting is called the Gillette Phenom. Um, wouldn't the obvious choice of spokesperson be the Undertaker? I've heard commentators Jim Ross, Jerry Lawler, Michael Cole, Tazz, etc. call 'Taker 'The Phenom' more times than I can count. What's the matter Gillette? Don't you want the 'Deadman' as your spokesperson, telling viewers to let their stubble 'Rest... In... Peace...'?
Anyhow, find the press release below... or if you prefer, here's a link to the article on WWE's corporate site: Gillette Announces New "Tag Team" Partner
Gillette Announces New “Tag Team” partner, WWE® Superstar John Cena® News Headline
Multi-talented star will be featured in new Gillette Phenom razor campaign and other promotional initiatives
Boston, MA, February 11, 2008 – Gillette®, part of The Procter & Gamble Company (NYSE: PG), today announced a new relationship with WWE Superstar John Cena to promote its line of premium blades and razors, shave preparations and personal care items. Cena, a native of West Newbury, Massachusetts, will be featured in the advertising campaign for the launch of the new Gillette Fusion Phenom razor, as well as public appearances at mobile marketing events throughout the United States during the summer of 2008.
Cena, who has held the WWE Championship three times, the U. S. Championship three times, and the World Tag Team Championship, is also an actor and musical artist. In 2007, he starred in Fast Cars and Superstars: The Gillette Young Guns Celebrity Race. He placed second in the speed challenge and first in the accuracy challenge before ultimately losing in the final episode to NFL Hall of Fame quarterback John Elway and placing third overall in the competition.
“John is an incredible talent. His appeal as a sports entertainer, actor and musical artist is perfect for our new razor and personal grooming products campaigns,” said Michelle Potorski, Associate Marketing Director, Gillette North America. “He made a fantastic impression when we worked with him on the television series, and he embodies the qualities we are looking for in a spokesperson, someone who believes that looking good is a critical part of performing at your best.”
Cena will make his debut as a Gillette spokesperson in a television commercial breaking in mid-February. Cena’s work with Gillette will be promoting Male Shaving Category products (including razors, blades, and shave preparations) and Personal Care products (including deodorants, antiperspirants, and body care products).
“I had a great experience working with Gillette on Fast Cars and Superstars and I am exciting about working with such a respected brand,” said Cena. “It’s great to be associated with Gillette. I have been a loyal Gillette man since I started shaving.”
About Procter & Gamble
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette(R), and Braun(R). The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.
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Gillette: Mike Norton +1 617 421 8201 norton.mr@pg.com
Taylor: Rick Liebling +1 212 714 1280 rliebling@taylorpr.com
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