TNL eSports Brand Tracker 020: Gillette

TNL ESPORTS BRAND TRACKER 020: GILLETTE

Gillette Invests In eSports (Photo: Gillette)

Gillette Invests In eSports (Photo: Gillette)

Is it spelled Razer or Razor?

With how involved the former company is, it's often hard to remember. But now, the razor companies have come to change that.

Gillette at ESL Katowice (Photo: Kotaku)

Gillette at ESL Katowice (Photo: Kotaku)

Razor brands have been sponsoring eSports events for years. In 2012 Major League Gaming (MLG) promoted Bic Flex 4 Razors at their events, in 2013 Dollar Shave Club started supporting streamers and recently sponsored Turner's ELEAGUE - but the largest razor brand was noticeably missing.

MLG Starcraft II Prizefights, sponsored by Bic (Photo: Team Liquid)

MLG Starcraft II Prizefights, sponsored by Bic (Photo: Team Liquid)

The Gillette Championship (Source: Gfinity)

The Gillette Championship (Source: Gfinity)

The eSports battle between Unilever's Dollar Shave Club and Gillette is starting to ramp up.

Gillette has been taking their eSports campaign in three directions:

/1 PLAYERS AND TEAMS

In January 2017, Gillette signed on professional League of Legends player xPeke as their first eSports ambassador. For comparison, Gillette's other ambassadors include Joe Hart (English Footballer), Neymar Jr (Brazillian Footballer), Lionel Messi (Spanish Footballer), Ki Sung-Yueng (South Korean Footballer) ... the list of soccer players goes on.

Gillette xPeke

Gillette doesn't need to field or sponsor their own team as their ambassador program does the job. We've seen this strategy before in eSports - Red Bull is known for their personal sponsorships of Starcraft players and Bud Light did it last year with their All Star program.

Gillette's "Within Reach" commercial is joked as xPeke's "Sellout" video (Source: YouTube)

/2 TOURNAMENTS

Since Dollar Shave Club got ELEAGUE, Gillette went with something comparably big. Gillette also recently signed a deal to sponsor ESL IEM Katowice 2017. IEM Katowice is usually the largest event the company puts on and this year was no different, which extended to two weekends.

Gillette also sponsored the New England Patriots' Madden Club Series Championship. Gillette is a major partner of the Patriots, of which owner Robert Kraft is - cough, rumors, cough -  purchasing an Overwatch League franchise.

A Gillette Activation at IEM Katowice (Photo: YouTube)

A Gillette Activation at IEM Katowice (Photo: YouTube)

/3 CONTENT

A joint-venture between two media publications, Kotaku and Deadspin, was announced on Februrary 2017 to focus on eSports called Compete.

On May 13th, a Gillette-sponsored Street Figher V "Pros vs Joes" event was held at the Compete NYC headquarters.

Compete NYC HQ Street Fighter V event (Source: Compete)

Compete NYC HQ Street Fighter V event (Source: Compete)

Gillette's eSports strategy is reminiscent of Red Bull - who also have tons of personal sponsorships, integration with large events, and involvement with a media organization. 

Banner advertisement on Kotaku/Deadspin Compete. (Source: Compete)

Banner advertisement on Kotaku/Deadspin Compete. (Source: Compete)

Gillette's strategy also closely follows that of GEICO and how they've place their eSports bets.

Sounds like a good strategy to me.

TNL eSports Brand Tracker 011: Gillette and Madden Club Series

TNL ESPORTS BRAND TRACKER 011: GILLETTE AND MADDEN CLUB SERIES

Madden Club Series Patriots Championship (Photo: Patriots Website)

Madden Club Series Patriots Championship (Photo: Patriots Website)

“The Madden Club Series, presented by Gillette!”

Bob Socci, host of the Patriots Club Series Championship (Photo: Youtube)

Bob Socci, host of the Patriots Club Series Championship (Photo: Youtube)

This is probably the cheapest it will cost a company to get Bob Socci, the “Voice of the Patriots,” to scream out a Brands name multiple times for FIVE hours. 

While Gillette also sponsors the stadium, just like CenturyLink sponsors the Seahawk’s stadium, Gillette really seems to be using the Patriots’ Madden Club Series qualifier to push the brand, rather than the stadium.

They have their logo on every single screenshot of this qualifier.

Rotating banner advertisement (Photo: Youtube)

Rotating banner advertisement (Photo: Youtube)

Drive of the Game (Photo: Youtube)

Drive of the Game (Photo: Youtube)

Don’t believe me?

Lower Thirds advertisement (Photo: Youtube)

Lower Thirds advertisement (Photo: Youtube)

Commentators information advertisement (Photo: Youtube)

Commentators information advertisement (Photo: Youtube)

Player camera advertisement (Photo: Youtube)

Player camera advertisement (Photo: Youtube)

Match information advertisement (Photo: Youtube)

Match information advertisement (Photo: Youtube)

No other brand had ever advertised on this screen during any Club Series Championship.

Player breakdown advertisement (Photo: Youtube)

Player breakdown advertisement (Photo: Youtube)

Even before the matches began, Gillette was present. 

Match countdown advertisement (Photo: Youtube)

Match countdown advertisement (Photo: Youtube)

The Patriots and Gillette had probably the deepest integration of any Brand in the Club Series along with their other partners, Friendlies and Buffalo Wild Wings.

 

Well played Pats.

TNL eSports Brand Tracker 008: Gillette and E LEAGUE

TNL ESPORTS BRAND TRACKER 008: GILLETTE AND E LEAGUE

(Screenshot: E LEAGUE)

TNL Take: Watching E LEAGUE this past week, I noticed that Gillette was now one of their Brand sponsors.

Gillette is the exact type of brand needed to help propel eSports forward. I’ve been meaning to look at the CPG space and it’s great to see a huge global Brand like Procter & Gamble support eSports.

Nice work Turner Ad team.

TNL eSports Brand Tracker 009: Gillette's Gfinity eSports Soccer Tournament

TNL ESPORTS BRAND TRACKER 009: Gillette's Gfinity eSports Soccer Tournament

(Photo: Gfinity)

TNL Take: Another big Non-Endemic Brand invests in eSports with P&G's Gillette sponsoring Gfinity's Pro Evo Soccer tournament.

It's great to see support from a major Brand and Soccer makes complete sense as Gillette used to be former FIFA sponsor.

(Photo: Gfinity)

But you have to be careful that the content association doesn’t overshadow the actual audience potential.

(Screenshot: Twitch)

I checked the tournament periodically and didn't see viewership past 500.

It's not that Soccer/PES/FIFA can't work as eSport game.

It just needs to be built up properly.