Gillette lets fly $100 mil campaign for Mach3

April 1999
Advertising Age;4/5/1999, Vol. 70 Issue 15, p46
Trade Publication
This section reports on the $100 million advertising campaign of Gillette Co. for its Mach3 razor as of April 5, 1999. Gillette tries to stir men to buy its Mach3 razor with a global effort that broke in the U.S. during the NCAA basketball tournament. The Wake Up campaign, from BBDO Worldwide, New York, follows the same test-pilot imagery as the brand's launch campaign. Ads break in Canada on April 12 and in European markets throughout April. Since its introduction last July, Mach3 sales have moved Gilette's share of the U.S. blade market to 71.2%.


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