![]() ''The proposition we provide is a better-feeling shave,'' he added, ''and we're providing that through the design technology of the razors and blades.'' That's why the campaign carries the theme ''The feel of smart design.'' Russell said, was that ''they were seeking alternatives, willing to try new products, in the shaving category.'' The ''overwhelming message'' from younger consumers, Mr. ''They not only present an opportunity to build brand loyalty as their shaving habits are being formed,'' he continued, ''but in our research they expressed the greatest level of dissatisfaction in terms of the products available to them.'' ''Now we are focusing on a younger target audience, 18 to 24. ![]() ''Our target has been more of a general audience of males 18 to 54,'' said George Russell, vice president for global business management at the Schick and Wilkinson Sword division of Warner-Lambert in Milford, Conn. Indeed, Thompson has experience on the ''Pepsi generation'' side of the cola wars, having worked on Pepsi-Cola advertising in countries like India. asserts that ''Generation next'' prefers Pepsi-Cola over the flagship soft drink of the Coca-Cola Company. It's not unlike the manner by which Pepsico Inc. The goal is to present the two Warner-Lambert brands as the hipper, trendier counterparts to the razors and blades sold by the Gillette Company, which are pitched by the BBDO Worldwide unit of Omnicom Group with broad-based, mainstream imagery. So what is the shtick for Wilkinson Sword and Schick? The campaign avoids appeals to a wider audience in favor of focusing on younger consumers. Television commercials begin today in the United States as the year goes on, they will be introduced in the 36 Asian, European and Latin American countries where Schick and Wilkinson Sword shaving products are sold. The campaign, the result of two years of research, is the first from Warner-Lambert that seeks to burnish the images of the Schick and Wilkinson Sword brands in consistent ways around the world, rather than peddling specific products like razors bearing the Schick Tracer FX, Silk Effects and Wilkinson Protector names. They are imparting the answer in a global advertising effort with a budget of $100 million, a significant increase from previous spending levels estimated at $65 million to $75 million. ![]() Walter Thompson Company, which was named in July 1996 as the worldwide creative and strategic planning agency for those brands. That question confronted the Warner-Lambert Company, which markets the Schick and Wilkinson Sword lines of razors and blades, and the J. But what do you do when your products are already edgy or even double-edgy? MANY advertisers strive to infuse brands with contemporary attitudes that are oh-so-edgy. ![]()
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