First Campaign in Years Backs New Product Launches

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CINCINNATI ( -- Gillette Co., Boston, is backing its decision to stay in the household products business with the first consumer media advertising for Braun in the segment after several years.

Having recently concluded a review and decided to stay in the household products business, Braun is launching new lines of coffeemakers, hand blenders and steam irons.

A print campaign expected to break in the fourth quarter of 2002 from Interpublic Group of Cos.' Lowe, New York, is the company's first consumer advertising "in several years," said Fred Howard, senior vice president and general manager for North America Commercial Operations for Gillette. He would not disclose spending.

The new Braun AromaDeluxe Coffeemakers include a high-end model with digital programmable controls and a built-in water filter designed for Braun by Clorox Co.'s Brita to reduce chlorine and extend coffeemaker life by reducing calcification.

Meanwhile, in shavers, where Braun has provided media support in recent years, Braun is also launching a new Braun Flex Integral System electric shaver that extends the "Clean & Charge" self-cleaning feature found in its premium system to its lower-priced Flex product.

TV and print ads from Lowe for the Flex product are expected to break in May.

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