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Gillette in pole position with McLaren extension

Men’s shaving and toiletries brand Gillette has extended its official partnership with the McLaren Mercedes Formula One motor-racing team.

Terms of the deal were not disclosed, but the two brands will work together on a marketing campaign focused on ‘Precision Engineering’.

The marketing campaign will be delivered via television, digital, PR and in-store programs. McLaren drivers Jenson Button and Kevin Magnussen will also be involved with the joint campaign.

The extended agreement will cover the Europe, Middle East and Africa.

Eric Boullier, racing director at McLaren Mercedes, said: “The fact that a global brand, of the stature of Gillette, has chosen to engage in a major multi-national partnership with McLaren Mercedes is also a reflection of the strength of our brand and our ability to reach millions of avid motorsport fans around the world.”