Warner-Lambert Schick Protector backed by largest ad/promo budget in company history.
This article was originally published in The Rose Sheet
Executive Summary
WARNER-LAMBERT SCHICK PROTECTOR SUPPORTED WITH "LARGEST" LAUNCH BUDGET in the company's history. Marketing sup-port for the firm's shaving "innovation," which features "wire wrap technology" to deliver a "safe, smooth" shave, will begin in early 1998. Warner-Lambert will conduct an "extensive" television and print ad campaign, coupled with multiple promotions and FSI drops throughout the year, the firm said. Warner-Lambert's last significant razor launch, the Schick Tracer system in 1990, was supported with a $30 mil. ad/promo ad campaign ("The Rose Sheet" Oct. 15, 1990, p. 10). Schick Protector is shipping now to mass market and chain drug stores nationwide.