Brand Activation

Gillette Recruits New Gaming Alliance in Twitch Partnership

Gillette and Twitch are bringing back the “Gillette Gaming Alliance,” a team of five Twitch streamers from around the world who will partner with Gillette to create content for their fans, selecting: Dr Lupo, NateHill, DogDog, Alanzoka, and Elded.

“Gillette is dedicated to providing the tools and support men need to bring their ‘A’ game each and every day,” said Gary Coombe, CEO of Gillette. “We are bringing this spirit to our partnership with Twitch by providing our Alliance members, players, and consumers with a world class grooming routine to help them face the challenges ahead with confidence.”

In addition, members of the Gillette Gaming Alliance will support the “Bits for Blades” program, which offers fans the opportunity to earn Twitch Bits. As a result, Twitch users who buy Gillette products through will enter a unique promo code at check out and will receive an email code following their purchase to redeem their Twitch Bits. This year’s program brings a leveled-up value proposition for consumers, including 2,000 bits for $10+ spent, 5,000 bits for $25+ spent, and 10,000 bits for $50+ spent.

“It is truly an honor to partner with such a respected brand like Gillette,” said Dr Lupo. “I look forward to creating content with Gillette, collaborating with them on programs, and in the future working with them on charity streams. I have always admired Gillette and use their products daily, and they truly embody the same values as I do. I can’t wait to get started with the Alliance, Game On.”

“We are honored to work with Gillette to bring back the Gillette Gaming Alliance,” adds Nathan Lindberg, Senior Director, Global Sponsorship at Twitch. “We are always looking for new and innovative ways to excite our viewers and fans while further supporting our streamers, and Gillette is the perfect partner for this! We are bringing Bits for Blades back in a bigger and better way in 2020, which is something we’re all very excited about.”