Braun backs new shaver

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Gillette Co.'s Braun unit, Woburn, Mass., will put $15 million in marketing support this year behind the U.S. launch of Syncro System, a premium cordless shaver. Syncro will reach stores in July, backed by Braun's largest-ever U.S. campaign. The effort includes print and TV ads, direct mail, and in-store and online promotions on Braun's Web site ( Lowe Lintas & Partners Worldwide, New York, created the campaign, tagged "Designed to make a difference."

Copyright May 2000, Crain Communications Inc.

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