Norelco Consumer Products Company: Norelco Reflex Action Razor campaign

Norelco Consumer Products Company introduced the Reflex Action Razor in 1996. The product launch, backed by an unusually large advertising budget and an aggressive marketing campaign, helped revitalize the stagnating electric shaver category.

Norelco Consumer Products Company: Norelco Reflex Action Razor campaign

Sarah Milstein

OVERVIEW

Norelco Consumer Products Company introduced the Reflex Action Razor in 1996. The product launch, backed by an unusually large advertising budget and an aggressive marketing campaign, helped revitalize the stagnating electric shaver category. A strategy of wooing wet-shaver users, especially young men, led Norelco's advertising agency, D'Arcy Masius Benton & Bowles (DMB&B) of New York, to create several animated ads that made shaving with a wet razor look about as safe and soothing as using a hungry crocodile to perform the same task. Electric shavers, however, typically required...

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