Sterling Four, the UK-based disposable razor manufacturer, has appointed Golley Slater to launch its new product, SuperMax 3, following a three-way pitch. The account is understood to be worth more than &£2m.
The media buying and planning is with TCS Media. No one at Sterling Four was available for comment on the agency appointment.
The launch next spring will be supported by TV and press advertising. Already successful in the US, SuperMax 3 is poised to be the first three-blade fully disposable razor on the UK market.
The campaign aims to make consumers aware of “better disposable razors” and to encourage them to trade up to SuperMax 3. Sources state that in the US, Sterling Four has 26 per cent of the disposable razor market. The company currently produces SuperMax, a twin-blade disposable razor, for the UK.
Golley Slater managing director Simon Parker says: “Market research shows there is great potential for a three-blade disposable razor. The launch will be followed by tactical advertising as the razor’s distribution extends into pharmacy and grocery outlets in the UK.”
Sterling Four does not manufacture system razors but, according to sources, there are plans to enter this sector and take on Gillette, the market leader.