I beginning to think I have been underestimating the power of the Worldwide Wrestling Entertainment franchise, probably because I was distracted by all the yelling and playing dress up. However, now that consumer packaged goods powerhouse P&G has teamed up the organization for a four-month long interactive online campaign, I realize that not only are there a lot of people interested in watching this stuff, but there are also quite a few who are probably interested in buying merchandise goods associated with the WWE. Does this mean WWE is the next NASCAR, a sports brand with a niche, but loyal fan base that has proven to be a goldmine for marketers associated with it?
P&G, which doesn’t make any move lightly, had previously signed WWE celebrity John Cena as a spokesman for its Gillette brand last year. That move must have resonated well with consumers, because the relationship has been expanded to include additional WWE celebrities – Chris Jericho and Cody Rhodes – in the “Be A Superstar” campaign.
All three will be featured in a series of videos offering tips on how to be successful, grooming tips and style at www.wwe.com/beasuperstar. Guys can also upload their own photos into a mosaic photo wall and share their opinions about style. This content will be featured in online advertising and on social networking sites as well.
This campaign follows closely on the heels of P&G acquiring the Art of Shaving, which is an upscale men’s grooming line and retail business. Think badger hair brushes, shaving cream and barber shop chairs. It joins Zirh, Old Spice, Braun and several men’s fragrances in the P&G stable. Is it time to dub P&G champion of the men’s grooming category?
