- Gillette has launched a £122 million ($200 million) global advertising campaign for its new MACH3 razor.
The television, radio, print, outdoor and Internet campaign capitalises on the razor's name and sleek design to build a brand image suggestive of high-performance, aerodynamic flight.
The new advertising builds upon already strong consumer awareness and sales of the razor, which has been available throughout the US since 1 July, 1998.
The campaign, which debuts this week in the US and Canada, will run throughout Europe in conjunction with the new razor's retail availability, beginning in September 1998.
The product-focused 45- and 30-second television executions will air in North America during "Seinfeld," "The X-Files," "The Simpsons" and "Spin City," among many other programs. Additionally, radio spots will run during drive-time radio.
MACH3 print advertising explains the product story in greater detail. The print campaign will run in titles including USA Today, The Wall Street Journal and other major newspapers across the country as well as national magazines ranging from Sports Illustrated and People to Newsweek and Rolling Stone.
Outdoor advertising appears in several markets while Gillette's extensive MACH3 web site (www.MACH3.com) allows consumers to learn more about the new shaving system.