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Gillette Uses Crown Packaging for World Cup Promotion

July 10, 2006

The Gillette Company introduced special shaped aerosol packaging from Crown Holdings, Inc. for its MACH3Turbo shaving gel, Gillette Series shaving gel and Gillette Series antiperspirant and deodorant.
The 200ml (approximately 6.7oz) limited edition cans were launched to coincide with the 2006 FIFA World Cup tournament, for which Gillette was an official sponsor. Designed to resemble a soccer ball, the package is contoured in a comfortable, easy-to-grip shape, facilitating smoother product dispensing.
“Gillette recognizes that packaging has become one of the most important ingredients in the adoption and maintenance of a brand’s key messaging,” remarked Lee Bradley, business development manager at Crown Aerosols Europe. “Developing these innovative cans is a great way to generate excitement for the World Cup tournament, differentiate the brand in the highly competitive personal care market and improve consumer experience where it matters the most—in the hand.”
The promotional cans were available in supermarkets, drug stores and pharmacies across Europe and the U.S. throughout the tournament.

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