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Warner-Lambert Co. introduces the new Schick FxDiamond razor this week with a global ad splash that uses emotion instead of technology to appeal to consumers.

The marketer's two 30-second spots, created by J. Walter Thompson USA, New York, use a "he said, she said" approach with word play on the term diamond. Spending was undisclosed; Schick spent $32 million in measured media last year, according to Competitive Media Reporting.

The first spot -- "He said" -- shows stubble-faced men, each with a woman who turns away from them. The voice-overs: "She won't go near me without a diamond," and "No diamond, no amore."

The second -- "She said" -- spot shows the same scenes, but focuses on the women. The voice-over: "He doesn't get a diamond, he doesn't get me," and "It just doesn't feel right without a diamond."

Both show the same happy ending: He said, "The diamond definitely improved our relationship, if you know what I'm saying." She said, "I got tired of waiting, so I bought him a diamond." Schick continues its tagline, "The feel of smart design."

The spots will air in the same advertising pod, so that viewers will see the men's view first, then the women's view. The work is targeted at men and women aged 18 to 34.

"In the razor category, most companies are really into technology, and it comes across in the ads," said JWT Creative Director David Smith. "We wanted to put a human face on shaving."


Schick FxDiamond faces competition from Gillette Co.'s Mach3, which dominates the $181 million U.S. high-end razor market. Gillette spent heavily on Mach3 -- about $300 million in total global marketing its first year.

Gillette commands a 76.4% share of the country's razor market, 44.4% of which is claimed by Mach3, according to ACNielsen figures analyzed by JP Morgan for the 52 weeks ended Oct. 2. Warner-Lambert Co. has a 21.7% share, down 6.3% from the previous year.

Gillette also markets the Sensor brand. Schick's brands include Tracer, Protector, Silk Effects and Personal Touch.

"This new slant on putting humanity back into Schick's razor business is part of the JWT strategy for all our brands," Mr. Smith said.

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