For its Within Reach campaign, Gillette brought on eSports athlete and former IEM Katowice World Championship MVP Enrique "xPeke" Cedeño as its eSports ambassador.
For the campaign, xPeke is spotlighted as a rising star in the world of eSports with a sharp eye. To help fans better understand the link between its grooming products and eSports, Global Gillette vice president John Mang says: "Gamers at all levels recognize the importance of precision – split seconds and minute movements make big differences. We get that obsession with precision better than anyone."
The P&G brand also sponsored the Intel Extreme Masters in Katowice, Poland, an event that is run by ESL, the world's largest eSports event company. As such, the eSports partnership also resulted in the creation of custom 3D-printed razor handles for teams and fans, as well as grooming services offered to competitors who participated during the tournament.