Gillette kicks off Beckham Mach3 promotion

The male grooming giant hopes to boost sales by offering consumers the chance to win an audience with the England football star.

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By  David Ingham Published  April 10, 2005

David Beckham is Gillette’s latest weapon in its bid to strengthen its position in the GCC’s male grooming market. For an unspecified period that began at the start of April, anyone purchasing certain Gillette products can enter a competition to win an all expenses paid weekend in Madrid, where they will meet the England star. Whilst in the Spanish capital, two winners from the GCC will take part in a private football clinic hosted by Beckham, attend a Real Madrid game and receive a personalised football shirt. “This competition is a fantastic opportunity for football fans to experience first-hand one of the greatest aspects of David Beckham’s game – his legendary free-kicks,” said Dion Stander, regional business manager, blades & razors, Gillette. “With Gillette, they can also recreate another famous aspect of David Beckham – his impeccably groomed style. David understands that style and perfection is just as important off the pitch and Gillette can help David and his fans achieve this.” To enter the competition, consumers have to purchase a Gillette Series Shaving Gel, Mach3Turbo razor or pack of Gillette MachTurbo blades and send an SMS, including a number found on each product pack, to the competition hotline. A web site (www.benditwithbeckham.com) has been created to support the promotion. For those not lucky enough to win an audience with the England star, there are various other goodies up for grabs, including sports bags, footballs, caps, polo shirts and photos of the soccer idol. There could be one potential drawback. The weekend break is scheduled to take place during September or October 2005: Speculation is currently rife that Beckham may leave Real Madrid at the end of this season.

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