Gillette Launches New $100 Million Global Advertising Campaign for Gillette MACH3 Shaving System
-- Ads Are a Call to Action for Consumers to "Wake Up" and Experience The MACH3 Difference --
BOSTON--(BUSINESS WIRE)--March 22, 1999-- The Gillette Company today announced a new $100 million global advertising campaign on behalf of its highly successful Gillette MACH3(tm) shaving system, which debuted in the United States on March 21 during the NCAA basketball tournament. The ''Wake Up'' television advertising builds upon the success of the ''Break Through'' launch campaign, which established a high-performance, aerodynamic brand image and helped drive high levels of awareness and product trial.
The new television spots, created by BBDO New York, are designed to drive trial and awareness of Gillette MACH3's superior performance among consumers worldwide by continuing the high-tech pilot imagery of the ''Break Through'' ad and adding a call to action. The product-focused 30- and 15-second television spots feature three men in different parts of the world waking up to the sound of a jet breaking the performance barrier, urging them to shave with MACH3.
The advertising builds upon strong consumer awareness and sales of the new razor, which has been available throughout the U.S. since July 1998 and has become the No. 1 selling razor in every country where it has been launched. Sales of Gillette MACH3 during this launch period have dramatically eclipsed sales of Sensor -- the company's most successful product launch ever -- during its launch period in 1990 and have propelled Gillette's share of the total blade market in the U.S. to 71.2 percent, the company's highest share since 1962.
''Our objective is to maintain the launch momentum by reinforcing Gillette MACH3's superior performance and revolutionary technology with impactful and innovative advertising,'' said Peter Clay, vice president, business management, male shaving, The Gillette Company. ''We're telling men it's time to wake up to a new era in shaving performance and try MACH3.''
The spots will air during the NCAA Final Four on March 27 and 29, and on such programs as ''Law & Order,'' ''The Tonight Show With Jay Leno,'' and ''Star Trek,'' through the end of the year in the United States. The ads will also begin airing in Canada during the week of April 12 and throughout Europe in April.
MACH3 is the first and only shaving system with three progressively aligned blades and provides men with a closer shave in fewer strokes with less irritation. A MACH3 razor set -- razor, organizer and two cartridges -- retails for approximately $6.49 - $6.99 in the U.S. The retail price range of a MACH3 4-pack of cartridges in the U.S. is $6.29 - $6.79.
Headquartered in Boston, Massachusetts, The Gillette Company (www.gillette.com) is the world leader in male grooming products, including blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation devices. The Company is the world's top seller of writing instruments and correction products, toothbrushes and oral care appliances. In addition, the Company is the world leader in alkaline batteries.
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Contact:
Gillette:
Jill Fallon 617-421-8097
Leslie Card 617-421-7810
Porter Novelli:
Gina Contursi 212-601-8162
Sheryl Kornfeld 212-601-8022
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