Members of Bell Pottinger Financial had a close shave outside the
Royal Courts of Justice last week while publicising legal proceedings
being taken by client Asda against male grooming giant Gillette.
Asda recently launched Tri-Flex, a cheaper rival to Gillette’s Mach
The Tri-Flex packaging claims its blade is compatible with Gillette
Sensor and Sensor Excel handles, allowing the customer to have a
three-blade razor without having to shell out for a new handle.
Gillette threatened Asda with court action to stop the supermarket
making the claim. Asda is seeking a ’declaration of non-infringement’
from the court - a ruling to allow it to continue to advertise that its
low-price blades fit Gillette handles.
Account director Mark Way says Bell Pottinger Financial was approached
by Asda as its offices are only 300 yards from the Royal Courts. So at
lunchtime last Tuesday, Way, with colleagues Matthew Moth and Mark
Llewellyn Slade made his way to the courts to partake in a rather
’The guys got covered in shaving foam while I and a representative from
Asda masqueraded as barbers in white coats,’ explains May.