Big Bic push behind new razor in France

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PARIS--Bic returns to the French airwaves this week with its first national advertising for the new Softwin disposable razor.

The heavyweight campaign centers on two new TV spots designed by Omnicom Group-owned [email protected] TBWA, Paris and sister agency TBWA/Chiat/Day, New York.

The ads for the Softwin -- a high-end disposable introduced earlier this year in the U.S. and Italy -- focus on the new razor's efficiency and "softtouch." The Softwin slogan, "A perfect shave, on both sides of your face," is a humorous reference to images from the spots, in which men become clean-shaven on one half of their faces simply by walking past ads for the new razor.

Bic attributes the new razor's performance to a host of new technological innovations, from a rubber "soft-feel grip" to a pivoting, double-blade head and a Vitamin E-and-aloe-based lubricating strip.

[email protected] refuses to provide a budget for the national campaign, but says it's Bic's largest French new product launch since it unveiled its original orange razor in 1975.

Media plans include three weeks of national TV ads on leading networks, as well as in-store promotions and a linked advertising and promotional campaign with French cosmetics giant L'Oreal.

Copyright September 2000, Crain Communications Inc.

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