GILLETTE TO LAUNCH TRIPLE-EDGED SWORD
By Adnews Staff
Boston-based Gillette Co. plans to offer a new razor in the North American market in July, and in Western Europe in September. Called Mach3, the razor utilizes three progressively aligned blades. In North America, Gillette plans to promote the product using TV, radio, print, outdoor and Internet ads created by BBDO Worldwide of New York. Canadian Gillette officials were unavailable to comment on how the advertising would be handled here. Worldwide, the company plans to spend $300 million(US) on ads for the Mach3.
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