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.