Gillette appoints H&K to handle its newest men’s product

Shaving brand Gillette has chosen Hill and Knowlton to handle the account for the spring launch of a new men’s product, a project still closely under wraps.

Shaving brand Gillette has chosen Hill and Knowlton to handle the

account for the spring launch of a new men’s product, a project still

closely under wraps.



H&K beat Sandpiper Communications, Life PR and Countrywide Porter

Novelli to bag the account, thought to be worth over pounds 250,000 in

fees. The launch of the new product, believed to be the replacement

razor for Sensor, has taken more than six years to develop, and is

expected to be the biggest Gillette has undertaken.



H&K already handles PR for Gillette’s sponsorship of the 1998 World Cup.

While group brand manager Jackie Harrison confirmed the appointment of

H&K on a ’new area which requires significant PR input’, she refused to

reveal further details of the product.



Ashton Coleman-Smith, managing director of H&K’s corporate marketing

division said: ’There are very few pitches on this scale and we see them

as the core of our business.’



Sandpiper previously handled PR for Gillette’s male products, while Life

continues to work on women’s products. Porter Novelli handles all

Gillette’s PR in the US.



Last January Gillette shifted its worldwide marketing strategy in a bid

to persuade men to upgrade from disposable razors. Competitor Wilkinson

Sword launched a direct attack on Gillette’s share of the shaving market

with its advertising campaign in October, designed to shake off its old

fashioned image and appeal to younger men.



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