Gillette is supporting the launch of its Gillette Fusion ProGlide shaver with sponsorship of the NASCAR Sprint Cup Series race at Pocono Raceway on June 6. The race will be titled the "Gillette Fusion ProGlide 500 Presented by Target."
The company, a division of Procter & Gamble, will devote all activities around the race to support of the new razor, which goes on sale the same day.
Gillette says its marketing activities around the race will focus on its "Young Guns" NASCAR marketing platform. The program, which started in 2003, features a roster of young drivers. Currently the list comprises Clint Bowyer, Kyle Busch, Carl Edwards, Denny Hamlin, Kasey Kahne and Joey Logano.
The company says these drivers, who are central to all of Gillette's marketing activities around NASCAR, will be part of all planned activations, including at-track, creative and digital, to support the launch of the Gillette Fusion ProGlide.
As part of the race promo at Pocono, the venue is giving people who visit its Web site at PoconoRaceway.com a 15% discount on tickets. The promotion, which runs through the race weekend, requires that consumers go to the track's Web site at PoconoRaceway.com, and enter the promotional code, "ProGlide."
Gillette says the Young Guns will also be making appearances and giving away tickets to the Gillette Fusion ProGlide 500 presented by Target. The drivers, each of whom has a batch of tickets, will also give them away on their own social networking sites, fan clubs, charities and the like. One other driver -- Ryan Newman, who is not a member of the Young Gun roster, but whose car is sponsored by Gillette -- will also participate in the ticket giveaways, per the company.
The Gillette Fusion ProGlide 500 race will air live on TNT.