JEDDAH, 18 January 2007 — Gillette brought the power of the M3Power Nitro to life by injecting nitrous oxide (N2O) to a race car at a media event at the Jeddah Race Way on Monday night. The activity was carried in partnership with Saudi race-car driver Majed Al-Ghamdi.
“Car-racing epitomizes many of Gillette M3Power Nitro’s core values such as aspiration, energy and outstanding performance,” Khalid Amin Temairik, associate marketing director for Gillette in Saudi Arabia, said. Gillette is heavily involved in sports as it is a passion shared by millions all over the globe, he added.
“The sponsorship of Jeddah Race Way is in line with our continuous efforts to connect with the Saudi consumer. Young Saudi men are passionate about sports, vehicles and car-racing. Through our sponsorship of Jeddah Race Way, we’re able to directly interact with our consumer base and offer them the opportunity to try the Gillette M3Power Nitro,” he added.
On a global level, Gillette has been working with National Association for Stock Car Auto Racing, creating a group of drivers known as ‘Gillette young guns’ as well as sponsoring stars such as David Beckham. On a regional level, Gillette has sponsored Zed Al Refai, the first Arab and Kuwaiti, to climb Mount Everest.“The race adds to Gillette’s excitement for such events and highlights our association with an active lifestyle. Through our partnership with Majed Al-Ghamdi, we hope to demonstrate the power of Nitro in maximizing output and delivering outstanding results,” Temairik added.
Majed Al Ghamdi explained the effects of injecting nitrous oxide as an oxidizing agent to increase the engine’s power output. He also gave a ride to reporters to make them feel the power of Nitro.
“Nitrous oxide has been used by race-car enthusiasts for years to increase the engine’s power output. This concept has been successfully replicated by Gillette through the introduction of their M3Power Nitro to achieve a parallel feeling of exhilaration and top-performance,’’ Al-Ghamdi said.
