Gillette Avengers Age of Ultron Partnership
 

For the launch of Marvel’s Avengers: Age of Ultron, we transformed Gillette into “Stark Industries,” reimagining our most iconic razors as superhero-engineered prototypes. Each hero inspired a custom design and narrative system: Iron Man powered the Arc Reactor Repulsor, Thor sparked the thunder-charged ProGlide, Captain America shielded precision with UltraStrike, and Hulk unleashed Gamma-fueled force. These were not simple co-branded products but fully realized innovations, complete with cinematic visuals, fictional tech specs, and immersive storytelling that fused grooming technology with Marvel mythology.

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We brought the idea to life through a fully integrated global campaign spanning broadcast, digital, social, retail, packaging, and experiential. Interactive content, in-store displays, and a comprehensive global toolkit ensured seamless execution across markets. The centerpiece was a headline-making PR moment that transformed Gillette headquarters into Stark Industries, unveiled alongside Stan Lee himself. The result was a culturally charged partnership that elevated product storytelling into pop culture and reinforced Gillette’s leadership in precision engineering.