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Gillette spending $40 mil. on SensorExcel, Soft & Dri in 1997 in U.S..

Executive Summary

GILLETTE SPENDING $40 MIL. ON SENSOREXCEL, SOFT & DRI IN 1997 in U.S. markets, with ads focusing on the company's newest premium razor and Soft & Dri's new Silken Solid formulation. The company will spend $30 mil. in the U.S. and $50 mil. in Europe on a "Take the SensorExcel challenge" campaign, a 10% increase from 1996. An additional $10 mil. will be spent on Silken Solid ads.
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