Pfizer Inc.: Schick Tracer Fx Ads campaign
Sarah MilsteinOVERVIEW
NOTE: Since the initial appearance of this essay in the 1999 edition of Major Marketing Campaigns Annual, Warner-Lambert was acquired by Pfizer Inc. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
In 1995 Schick, a unit of the Warner-Lambert Company since 1970, introduced the Tracer FX, a permanent razor that was designed to alleviate shaving irritation. The product was targeted at young men with sensitive skin and was positioned against...