Diary: Bell Pottinger gets in a lather over blade legal war

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.

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

3.



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

unusual protest.



’The guys got covered in shaving foam while I and a representative from

Asda masqueraded as barbers in white coats,’ explains May.



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