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.