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Published on .

Gillette Co. tries to stir men to buy its Mach3 razor with a $100 million global effort that broke in the U.S. during the NCAA basketball tournament. The "Wake Up" campaign, from BBDO Worldwide, New York, follows the same test-pilot imagery as the brand's launch campaign. Ads break in Canada on April 12 and in European markets throughout April. Since its introduction last July, Mach3 sales have moved Gillette's share of the U.S. blade market to 71.2%.
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