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Gillette Company Right Guard Heats up Big and Small Screens with Xtreme Cool Spray Advertising Campaign; Star of MTV's 'Pimp My Ride' Xzibit Shows How to Stay Cool under 'Xtreme' Pressure To support the launch of its Right Guard Xtreme Cool Spray, the latest innovation in men's antiperspirants and deodorants, The Gillette Company today introduced a new advertising spot. The commercial features one of television's hottest new stars - Xzibit, rap artist and host of MTV's hit makeover show "Pimp My Ride." The ads will launch in movie theaters over the July 4th weekend and then migrate to television. In the spot, entitled "Xtreme Parachuting," Xzibit puts Right Guard Xtreme Cool Spray's advanced, high-performance formula to the test. He hands the product to a guy he then pushes from an airplane - without a parachute. Xzibit catches up to the guy mid-air and show us how Right Guard Xtreme Cool Spray is working even in the most extreme situations. Xzibit then leaves the guy falling to Earth with only a can of Cool Spray. The guy discovers the new aerosol dispenser is so powerful, he can use it as a propellant to stop his fall. In the process, he demonstrates key product benefits like the "point-and-shoot" vertical dispenser and easy-to-use, thumb-activated side trigger. While Right Guard Xtreme Cool Spray ultimately is unsuccessful at breaking the man's fall, it does make him irresistible to the cheerleaders who come to his aid after he lands and lives to tell about the experience. Developed by BBDO New York, the campaign, which consists of a :30 broadcast spot, will appear exclusively in theatres nationwide beginning July 1st and extensively throughout the July 4th blockbuster movie weekend. Beginning July 15th, the ad will break on cable stations including MTV and Comedy Central, and also will appear throughout ESPN's X Games coverage. Right Guard Cool Spray is available in two Right Guard Xtreme Sport fragrances - Rush and Surge - and two Right Guard Sport fragrances - Polar Blast and Deep Freeze. Right Guard Cool Spray will be available in July in food, drug and mass merchandise stores in the U.S. for a suggested retail price of $4.29. Headquartered in Boston, Mass., The Gillette Company is the world leader in male grooming, a category that includes blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation devices. In addition, the Company is the world leader in alkaline batteries and manual and power toothbrushes. "Safe Harbor" Statement under the Private Securities Litigation Reform Act of 1995: Statements in this press release regarding The Gillette Company's business which are not historical facts are "forward-looking statements" that involve risks and uncertainties. For a discussion of such risks and uncertainties, which could cause actual results to differ from those contained in the forward-looking statements, see "Risk Factors" in the Company's Annual Report or Form 10-K for the most recently ended fiscal year. Kontaktinformationen: Gillette Kara Salzillo, 617-421-7452 Kara_Salzillo@gillette.com www.gillettenews.com/men Porter Novelli Danielle Clark, 212-601-8277 dclark@porternovelli.com
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