NEW RAZOR FOR WOMEN
By Adnews Staff
U.S.-based Gillette Co. is introducing a SensorExcel razor for women to the North American market next spring. In Canada, more than $2.5 million has been budgeted for the launch campaign which consists of TV and print ads, inserts, in-pack coupons, sampling and value-added packs. Creative will come from BBDO Worldwide in New York and media buying will be done by Toronto-based BBDO Canada. The razor is designed to give an extremely smooth shave. The men's SensorExcel was first launched in Canada, in 1993. In 1994 it was put on the U.S. market backed by an $80-million(US) campaign. For the women's version, $25 million is being spent on the launch in North America and Europe.
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