The Gillette Company is putting a massive $100 million behind the global launch campaign for Venus, its latest women’s shaving system.

Kicking off in the UK on April 11, the worldwide campaign created by BBDO Worldwide, New York, posits that all women are goddesses, entitled not only to the pursuit of health, happiness and freedom but smooth legs as well.

In Britain alone, adspend on the triple-bladed razor will hit $9.5m in just three months. The tagline, proclaimed on TV, buses, posters, women's magazines, teen magazines and the web, is “Reveal the goddess in you.”

Venus goes on sale this month in Europe, North America and other selected global markets. European adspend will be around $30 million.

News source: AdAge Global