Procter & Gamble model Gillette is bringing again its Gaming Alliance endorsement program for 2021, with 11 streamers collaborating together with newcomers in Components 1 star Lando Norris and the record-breaking Spanish Twitch character theGrefg.
That is the third yr of this system, which Gillette fashioned as a method to assist market its shaving and grooming merchandise to youthful generations of shoppers that love watching prime streamers play video video games. This yr’s class additionally consists of Dr Lupo, one of many foremost streaming personalities in gaming who was a part of final yr’s program as nicely.
Gillette says that in sponsored streams, the 11 streamers will discuss their shaving routines and private model in addition to a few of Gillette’s new merchandise together with its ProGlide, SkinGuard, and U.S.-focused Planet Sort sustainable shaving line.
As a part of their offers, the corporate expects streamers to create content material particular to their areas on Twitch, YouTube, and social media platforms in addition to often stream along with different Gaming Alliance members.
Gillette is asserting 10 of the 11 names at the moment, with the consultant from Japan to be introduced at a later date. Different streamers embody DeeJay Knight, the army veteran turned gamer from the U.S. and Canada, Locklear from France, and Alanzoka from Brazil.
The choice to incorporate a Components 1 driver comes amid the rise of sim racing that obtained a lift from the shut down of real-life racing final yr when the pandemic began. Norris drives for McLaren Racing however usually streams not simply sim racing but in addition mainstream video games like Minecraft and Fall Guys.
Gillette says that is the biggest roster but for the activation. It’s also planning to convey again its Bits for Blades program that enables viewers the chance to earn Twitch Bits rewards by shopping for merchandise by way of Gillette.com.
P&G World Grooming CEO Gary Coombe was concerned within the deal and famous in a press release that esports/gaming “proceed to blow up in reputation, particularly by way of the challenges of the pandemic.”
The razor model has accomplished another work in esports, promoting on Twitch and teaming up with an HBCU esports alliance group late final yr.