WWE star Cena to promote Gillette products

BOSTON Gillette has announced a new partnership with WWE star John Cena to promote its line of premium blades and razors, shave preparations and personal care items.

Cena will be featured in the advertising campaign for the launch of the new Gillette Fusion Phenom razor, as well as public appearances at mobile marketing events throughout the United States during the summer of 2008, the company reported.

"John is an incredible talent. His appeal as a sports entertainer, actor and musical artist is perfect for our new razor and personal grooming products campaigns," said Michelle Potorski, associate marketing director for Gillette North America. "He made a fantastic impression when we worked with him on the television series, and he embodies the qualities we are looking for in a spokesperson, someone who believes that looking good is a critical part of performing at your best."