Gillette Preps Ad Push for M3Power

NEW YORK Gillette in May will launch a broadcast, in-store and online ad campaign led by Omnicom Group’s BBDO backing its new men’s battery-powered wet shaver, the M3Power, the client said on Thursday.

The product retails for about $15 and will be available in stores as the campaign debuts. Gillette blades and razors president Peter Hoffman would not comment on media spending. The Boston-based company in 2001 spent $60 million to launch the Mach3Turbo, per Nielsen Monitor-Plus.

Designed like a traditional plastic shaver, the M3Power contains a triple A battery in the handle, which vibrates to lift and shave more facial hair. The product is the latest in a series of men’s razors the company launched since 1998 when it launched the Mach3.