Procter & Gamble has signed a multi-year partnership with National Hockey League star, Alex Ovechkin of the Washington Capitals to serve as a Gillette Brand Ambassador. Ovechkin will appear in
advertising and marketing activities in Russia and Eastern Europe and will collaborate with Gillette on cause marketing.
Svetlana Stishkova, Gillette Marketing Director, Russia said, in a
statement that the player will help Gillette launch the latest addition to the Gillette Fusion family and the new series of Gillette products for sensitive skin in Russia. The first campaign includes
two television commercials along with print and online advertisements and point-of-sale materials featuring Ovechkin's name and likeness.