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Published on .

HONG KONG -- Pfizer Inc.'s Warner-Lambert consumer group has launched the first locally-developed ad campaign for Schick razors in China, created by J. Walter Thompson Co., Shanghai.

The advertising promotes the launch of the Schick FX Diamond line in Shanghai, Beijing and Guangzhou this month with 15- and 30-second TV spots and below-the-line collaterals, using the tagline "The Feel of Smart Design."

The campaign is aimed at 18- to 25-year-old Chinese men who currently use dry-shave systems or non-premium wet-shave systems and "are not aware of the superior closeness and comfort that a high-quality brand can provide. They do, however, view shaving as a component of 'masculine ritual' and an important ingredient in looking sharp," said Kenneth Wang, senior account executive, Shanghai. -- Normandy Madden

Copyright April 2001, Crain Communications Inc.

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