Gillette initiates a global campaign urging gamers to 'reset for impact'

Article Brief:

Gillette has unveiled its latest worldwide initiative, “Hit Reset with Gillette,” aimed at urging gamers to utilize its grooming products to freshen up post gaming sessions, as per a press release.

The key to the effort is expanding the longstanding Gillette Gaming Alliance to include a global community of both passive viewers and active participants. The alliance will share content and host branded streams on platforms such as Twitch, YouTube, and social media. This move will offer consumers the opportunity to engage through user-generated content, social media, and at various gaming events. Additionally, the brand has partnered with The Esports Awards, marking one of their latest ventures in the gaming arena.

Article Insight: 

Procter & Gamble’s Gillette is promoting a “look good, play good” mindset in its latest campaign, aiming to raise awareness of its personal care products for individuals seeking to freshen up after a long gaming session. This strategic move has the potential to resonate with the increasing number of consumers who are passionate about video games, while also aligning the brand with the burgeoning global esports market, which is projected to generate $3.8 billion in revenue this year.

The global Gillette Gaming Alliance, now in its sixth year, is at the core of the effort. The alliance will be hosting branded streams and creating localized “Hit Reset with Gillette'' content across Twitch, YouTube, and social media. New and returning members of this year’s alliance, such as AJ3 (U.K.), Elded (Mexico), PizFN (Italy), Xiuder (Italy), Tvander (Spain), and Idrea (France), will showcase their personal “reset routines'' while featuring Gillette and providing grooming education. The release notes that consumers will have various opportunities for involvement, including activations at renowned gaming events.

To kick off the campaign, Gillette is partnering with The Esports Awards, an annual event that celebrates gaming, esports, and content creators. The event will take place from Nov. 29-30 at Resorts World Las Vegas. Through this collaboration, Gillette will be prominently featured throughout the event, including with “Reset with Gillette” pre-show content and GilletteLabs product integrations. Members from the Gillette Gaming Alliance will also be present and will share their experiences with the brand.

Gillette has often focused on gaming in its marketing efforts. In anticipation of its latest campaign, the brand partnered with gamer lifestyle brand Razer to create the GilletteLabs Razer Limited Edition shaving set, featuring nods to Razer's triple-headed snake logo. To mark the fifth anniversary of its Gaming Alliance in 2022, the brand introduced an expanded Fortnite experience. By engaging in this space, the brand aims to build more authentic connections, particularly with younger audiences.

Other brands have also made creative efforts to appeal to the gaming community. For example, Doritos recently launched an AI-powered software tool for PC gamers that claims to cancel out the "crunch" sound of snacking on its chips during audio chats. E.l.f. Cosmetics introduced a Roblox experience in an effort to gamify financial literacy education for the platform's young user base. In June, Coke partnered with League of Legends developer Riot Games to launch a new soft drink targeting the gaming community.