News Release

Gillette Fusion(TM) Advertising Debuts During Super Bowl XL; Super Bowl Sunday and Gillette Fusion: The Best a Man Can Get

Friday, January 27, 2006 8:08 am EST



Public Company Information:

"Gillette Fusion and Fusion Power represent the next generation in shaving, and Super Bowl XL is the ideal vehicle to introduce men to these outstanding new products"

Gillette today announced that the advertising campaign introducing Gillette Fusion and Gillette Fusion Power(TM), the revolutionary new wet shaving systems for men, will debut during Super Bowl XL, the most watched sporting event of the year.

The campaign dramatizes the combination of two breakthroughs - 5 blade Shaving Surface(TM) technology on the front of the cartridge and a Precision Trimmer blade on the back - that have been incorporated into the new shaving systems. The 30-second and 60-second spots feature advanced computer animation, combined with photographic images shot on location in the Mojave Desert.

"Gillette Fusion and Fusion Power represent the next generation in shaving, and Super Bowl XL is the ideal vehicle to introduce men to these outstanding new products," said Peter K. Hoffman, President, Global Grooming, Procter & Gamble. "The combination of the Super Bowl and our breakthrough shaving systems truly personifies the best a man can get."

The multi-million dollar advertising campaign, created by BBDO New York, will roll out across television, print and online media throughout 2006 to support the retail availability of Gillette Fusion and Fusion Power. In addition, 15-second and 30-second pre-launch spots, created in the style of a movie trailer, are airing in advance of the Super Bowl. The entire campaign features the classic Gillette slogan, "The Best a Man Can Get."

Following the Super Bowl, Gillette Fusion television ads will appear on network and cable shows such as "The Tonight Show," "Lost" and "24," and during the Daytona 500 and Olympics. Print ads will appear in weekly and monthly magazines such as Sports Illustrated, Esquire, ESPN, Rolling Stone and Men's Health.

Gillette Fusion and Fusion Power will be available in North America by the end of January 2006 in food, drug, convenience and mass merchandise stores. The Gillette Fusion razor with two cartridges will retail for approximately $9.99, and the Gillette Fusion Power razor with one cartridge and a AAA Duracell battery will retail for approximately $11.99. A 4-pack of refill cartridges for Gillette Fusion will retail for approximately $12.00 to $13.00, and a 4-pack of Gillette Fusion Power cartridges will retail for approximately $13.00 to $14.00. Retail prices are at the sole discretion of individual retailers.

About P&G

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R) , Mach3(R), Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella, Gillette(R), and Braun. The P&G community consists of almost 140,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.


Kara Salzillo, 617-421-7452
Porter Novelli
Shani Jarvis, 212-601-8056
Nila Gopalan, 212-601-8242