D'Arcy helps Philips launch shaver in Russia

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MOSCOW--Dutch electronics giant Philips, which hasn't advertised its electric razors in Russia for two years, is spending $900,000 on a launch campaign for its new Philishave Quadra Action.

Carat Russia Media is buying air time for an international campaign adapted by the local office of D'Arcy Masius Benton & Bowles, according to Nikita Kozachuk, the head of Carat Russia Media. The commercials will run on all major national TV channels, including NTV, ORT and RTR.

The campaign will run until the end of December, according to KarinaChernikova, a product manager for domestic appliances at Philips. The launch is aimed at high-income Russians able to pay $170 for an electric razor.

Petersburg Products International, which represents the shaver brand Braun in Russia, markets electric shavers for $40 to $70.

Copyright November 1999, Crain Communications Inc.

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