Gillette breaks $350 mil Mach3 campaign

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Gillette Co., Boston, during this weekend's football playoffs will debut a new campaign for its Mach3 shavers, part of a $350 million global marketing effort for 2000. Three 30-second TV spots will break during the broadcast of the NFC playoff game Jan. 15 and will begin airing in Europe on Jan. 17. Print and radio ads also will be part of the effort, from BBDO Worldwide, New York. The campaign continues Gillette's longstanding tagline, "The best a man can get,'' as well as the test-pilot imagery from 1997's launch campaign, but the new ads focus more closely on Mach3 features such as its triple blades and easy loading system.

Copyright January 2000, Crain Communications Inc.

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