GILLETTE HYPES 'BETTER BRISTLES, BEAUTIFUL TEETH'

But Can It Win Back Customers From P&G?

By Published on .

CINCINNATI (AdAge.com) -- Gillette Co. today breaks a new TV ad for its Braun Oral-B battery-powered toothbrush.

With the tagline "Better bristles, beautiful teeth," the ad, from Omnicom Group's BBDO Worldwide, New York, features a woman at a sidewalk cafe concerned that men only notice her for her beautiful teeth.

The ad will air on such network shows as NBC's Law and Order, Fox's The X Files and ABC's 20/20. Spending was not disclosed.

Gillette is the global leader in manual and power toothbrushes but has been losing market share in the past year to Procter & Gamble Co.'s Crest SpinBrush and Colgate-Palmolive Co.'s Colgate Motion and Actibrush.

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