Gillette fuels Mach3 launch with $300 million marketing push

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Gillette Co., Boston, said it will support the launch of its new Mach3 razor, unveiled today, with a $300 million worldwide marketing effort in its first year, including $200 million for advertising. It said the Mach3, described as "the first and only shaving system with three progressively aligned blades," will begin arriving in stores in the U.S. and Canada in July and Western Europe in September.

North American advertising for the product, from BBDO Worldwide, New York, breaks with a 15-second teaser spot for TV in August. More product-focused 60-second, 45-second and 30-second commercials will follow. The media buy includes TV, radio, print, outdoor and the Internet. Creative plays off the idea of streamlined speed and hi-tech imagery, but retains the theme line, "Gillette. The best a man can get." The company said first year ad spending plans call for $70 million in advertising in 1998 following its August launch and $130 million through mid-1999.

Copyright April 1998, Crain Communications Inc.

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