Gillette is part of every man’s life and over 43 million Brazilian men use it every day. Such leadership results from the bold and innovating actions taken up by the brand, such as sponsoring the Brazilian Soccer Team.

Because Gillette understands its consumers, it knew that the Brazilian's passion for soccer would be the ideal backdrop for associating its brand, to boost up sales, market share and awareness.However, the biggest challenge was to bring out Gillette amid 11 Brazilian Team sponsors, since the brand is not stamped on the team's jersey. Retaining visibility and not letting the brand "fade away".Gillette used PR tools to generate visibility, keeping its name alive in the mind of influencers and consumers, generating brand awareness with the team's aces. A real "team" of faithful fans and aces of the worlds most famous razor blade.With "All with Gillette for the Brazilian Team" we created situations sure to have repercussions on the subject and generate enduring visibility after the 2010 World Cup.The campaign reached over 43 million people, through 329 articles published in the media, 24TV and 13 radio reports, and more than US$ 3,5 million in advertising equivalencies.

• Press conference to generate visibility while signing the contract with CBF (Brazilian Soccer Confederation). With the participation of Ricardo Teixeira, CBF's president, and Dunga, the Brazilian Team's coach, besides P&G board.• Digital PR work to attract the younger public serving as the subject's fulcrum. Our agency worked to increase traffic on the "Kaká's steps" blog. Besides the news on celebrities, videos and interviews supported all the actions, as well as products raffles and autographed jerseys.•Events for consumers and opinion leaders. An arena was set up in a mall to attract people's attention and influence with opinion leaders and celebrities. The event was largely covered by the press, and had great visibility because: 1) the Brazilian soccer players shaved in front of the audience2) the theme of sports and soccer created a relaxing environment3) the coming up of the Brazil vs. Argentina game (traditionally considered soccer rivals).

Press conference - signing of contract - visibility for sponsorship• 80 journalists• 53 vehicles• 140 articles• 16 news reports broadcasted via TV and 9 broadcasted via Radio• Advertising equivalent to US$ 750,000• 19 million people impactedDigital PR• Comments in Kaká blog increased by 360%• 1,4 million people impacted• Increase from 17 to 79 comments per post on the site• Over 50 thousand accesses to published videos• Audience estimated in 900 thousand pageviews• Kaká's Blog in 42 Orkut communitiesEvent for diversified publics - players shave• 105 journalists• 60 media outlet• 189 articles published• 8 news reports broadcasted via TV (25 minutes) and 4 broadcasted via Radio• Advertising equivalent to US$ 2,800,000• Over 23 million people impacted.