Ben Roethlisberger will become the second athlete publicly shaven by a Gillette razor, behind Johnny Damon of the World Series Champion Boston Red Sox. After capturing his first Super Bowl ring, Gillette signed Roethlisberger to promote their latest innovation, Fusion, tonight on the “Late Show with David Letterman.”
As a publicist my job is to keep up with these stunts and determine the pros and cons, while surveying what actually works best for each brand. On a product basis, from what I’ve learned in the grooming industry, the amount of blades has no bearing on the closeness of the shave. My editor sources say that the five bladed razor originally, was actually six, a shaving tool that is teetering on the gimmick radar.
Nonetheless, another superb tactic from the men’s grooming giant. I remember for my 18th birthday a Gillette razor came in the mail, my first run-in as a marketing guinea pig. Though my savvy business mindset wasn’t as strong back then, I did realize the importance of marketing, but more importantly intelligent marketing. Tune in to the “Late Show with David Letterman” tonight to watch Roethlisberger shave his beard with not three, not four, but five blades.
