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Gillette's Bold Superman Campaign Is Under Attack

Gillette's Bold Superman Campaign Is Under Attack
Courtesy Warner Bros.

Gillette’s massive Superman-based marketing campaign may have run into a bit of Kryptonite.

The razorblade company, a unit of Procter & Gamble, has launched a branding blitz deeply tied to Man of Steel (which opens in theaters on June 14). The campaign is built around the question “How does he shave?” and Gillette lined up a group of celebrities, including filmmaker Kevin Smith and Bill Nye (“the science guy”), to weigh in with theories on HowDoesHeShave.com. There’s a Twitter hashtag, of course, as well as more traditional display ads.