BOSTON–Gillette, parent company of Braun, and EA Sports have formed a global partnership to create co-promotional marketing opportunities focused on male consumers.
The agreement will include online initiatives leveraging Gillette products and EA Sports games, which will launch in more than 20 markets in North America, Latin America, Western Europe and Asia. Among these efforts is the Gillette-EA Sports Champions of Gaming, in which gamers from around the world will compete against each other in various EA Sports games for the chance to be global champion of gaming.
Gillette’s most recent addition to its shaving-product lineup is the Fusion Power, a battery-operated version of its five-blade Fusion wet shaver, which uses chip technology to create micropulses and lubrication for the blade.