With the website, Gillette went a step further, aiming to localize the content to increase familiarity in various markets. Apart from securing endorsements from three major celebrities, Gillette also brought on stars from selected markets to help reach out to consumers. For example, in 2008, the brand secured the endorsement of Shoaib Malik, former captain of the Pakistan cricket team and a cricketing all-rounder respected throughout the world. Malik became the face of Gillette for Pakistan, and he joined the three main champions on the brand’s Pakistan website.

The website itself is dark blue, in sync with the Gillette brand colors, but it appears a little too dark. The main page offers links to an events diary, flash-based games and exclusive interviews and downloads of the four stars; also, a pop-up page for Gillette’s Mach 3 Turbo provides product information and FAQs on the product. The best part of the website is the games page because it allows the visitor to register as a user or play unregistered. Visitors can choose to play flash-based versions of cricket, tennis, soccer or golf, and each game is simple to pick up and rather fun. There is potential for competition as well, as there is a leader board available for registered users and their high scores. Users can even refer a friend through a quick link.

Another impressive amenity is the profile section for the athletes. Each profile offers visitors access to bios, interviews, “best” lists and downloadable Gillette-themed wallpaper. The interviews are downloadable in both audio and video formats, but each interview is broken down into various small under 60-second sections, which would actually be easier just to read.

Though entertaining elements are sprinkled throughout the website, it ultimately suffers from the sin of not being interesting enough to be a lifestyle brand website, where users want to return after an initial visit. Despite the presence of a competitive leader board for the users’ scores, the site does not include interactive forums or a fantasy dynamic, which detracts from the potential experience. Furthermore, the website appears out of date. The events page is not updated, even though as recently as June 2009, Gillette held an event at a Karachi mall to honor Pakistan Cricket’s T20 World Cup victory. In the profiles section, the downloadable videos should be online videos à la YouTube, but designers chose to ignore this feature.

All in all, the website fits with the Gillette Brand image of competition and success, as well as its international champions initiative. However, it falls short considering the lack of consistent and engaging social features, and unfortunately it doesn’t capitalize on its potential to add real value to the Gillette Champions 360-degree marketing campaign.