Gillette's new five-blade Fusion razor will be introduced with a series of futuristic ads by BBDO Worldwide set to air Feb. 5 during the Super Bowl. As Peter K. Hoffman, president of global grooming for Gillette parent company Procter & Gamble Co., told the Boston Globe, "We're not just launching a product. We're launching the flagship of the Gillette brand." Hoffman told The New York Times the marketing campaign to launch the Fusion would be "significantly higher" than the $100 million spent to introduce the three-bladed Mach3 in 1998.
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