GILLETTE COOL WITH NEW RAZOR
By Adnews Staff
The Gillette Company of Boston, MA, is launching an ad campaign for its new MACH3 Cool Blue razor. The campaign, part of a global marketing effort, is designed to encourage men to try the razor. The Cool Blue razor is a follow-up to Gillette's original MACH3 razor which debuted in 1998. The Cool Blue campaign broke earlier this month in the U.S. with a print ad in the 2001 Superbowl commemorative issue of Sports Illustrated. Television advertising will follow beginning on April 16, running on network sports programming and action dramas. Print advertising is also expected to appear in magazines such as ESPN, Car & Driver, Maxim, Playboy and Sports Illustrated beginning next month. Additional advertising support includes in-store displays featuring the tagline "Move to the Cool Blue World of MACH3." In Canada, advertising will include television and outdoor, also breaking in April, with print expected to spill over from the U.S. The campaign, from New York's BBDO, will also begin in Europe on April 16. Advertising will run throughout the year. Public relations are being handled by Porter Novelli of New York.