While looking to control costs and implement growth initiatives, Gillette is planning to introduce a men’s version of its recently launched premium Venus women’s razor, industry sources said. The product will likely be christened “Mars.”
The launch, to be formally presented to trade partners in early fall, will likely be supported domesti cally with an esti mated $60 million ad budget, similar to the support given other blockbusters like Mach 3 and then Venus.
BBDO, New York, is lead agency for Boston-based Gillette.
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