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Marketing in Brief: Barbasol

This article was originally published in The Rose Sheet

Executive Summary

Barbasol: Pure Silk women's shaving prep TV spot features NASCAR driver Patty Moise, Pfizer said. The ad, which broke in May, will air during the "high volume" 16-week summer season, the company said. The spot is designed to "reach out to sophisticated consumers." The 15-second ad features Moise with a cameo of her NASCAR racing husband Elton Sawyer and includes the text "Share a race car with my husband? Never. We don't even share shave creams." She continues "For me, it's Pure Silk. I love it! It moisturizes...and makes my legs feel silky. Want a...real experience? Then experience Pure Silk." Pfizer will also support the brand with in-store promotions...
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