Magazine article Marketing

Wilkinson Sword Takes on Gillette

Magazine article Marketing

Wilkinson Sword Takes on Gillette

Article excerpt

Wilkinson Sword is belatedly challenging Gillette's domination of the shaver market with a new product called Protector.

Backed by a [BRITISH POUNDS]5m marketing spend, the company hype claims Protector will be "the biggest revolution in shaving technology in 30 years".

"This is our biggest launch ever," says Steve Griffin, Wilkinson's marketing manager. "And we believe it will increase sales in the wet shave market, which has been static for some years."

Protector, which comes nearly three years after the introduction of rival wet shave brand Gillette Sensor, is supported by a [BRITISH POUNDS]3.5m above-the-line campaign this summer. Ogilvy & Mather and Publicis are pitching for the creative account.

Protector is a system razor (where the user retains the shaver's handle and replaces the cartridges) that offers "the world's safest wet shave ever by introducing the main benefits of dry shaving," Griffin says.

It has a futuristic shape designed by Kenneth Grange, of Pentagram in London. …

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