The Gillette Co. said the
Internet will be a component of its $300 million marketing program for the
rollout of its new shaving system for men called MACH3.
Gillette said it spent more than $750 million in manufacturing capital and
research and development to bring MACH3–a shaving system with three
progressively aligned blades–to market.
Boston-based Gillette said it will spend approximately $200 million for
advertising worldwide in marketing over the next year alone. The company’s
advertising campaign includes television, radio, print, outdoor and Internet
executions, and will break in conjunction with the product’s widespread North
American retail availability in August 1998.
The campaign, which retains the theme “Gillette. The Best A Man Can Get,”
will break with a 15-second “teaser” spot scheduled to air in early August,
followed by 60-, 45- and 30-second product-focused television commercials.
Radio will take a teaser approach as well, with a 30-second pre-launch radio
spot followed by a 60-second spot introducing the product.
Outdoor advertising will appear in several markets and Gillette’s MACH3 Web
site, www.MACH3.com, will allow
consumers to learn more about the product in an interactive environment.
“Our Internet presence will support and reinforce the innovation and
performance of MACH3,” said a company exec. Specifics on Web spending were