Wilkinson Sword readies M3 Power rival

Wilkinson Sword is test marketing a battery-powered razor ahead of a global launch next year. The product will rival Gillette’s vibrating razor, M3 Power. Marketing Week has learned that the brand has been codenamed “Quiver” in Europe, although Wilkinson Sword is not thought to have decided on a final launch name for the UK.

A source close to Wilkinson Sword says the company has delayed the launch of the razor until next year in order to prove conclusively that it provides a better shave than existing competitors.

The insider adds: “Wilkinson Sword has delayed its powered razor until the company can ensure the launch won’t be tarred with the same brush as Gillette’s version. Wilkinson Sword’s razor has two or three unique features, but it wants to make sure they are reliable.”

Last month, Wilkinson Sword forced Gillette to remove the strapline on its M3 Power advertising in Germany. The ads claimed that M3 Power gives a closer shave. The company is pushing for a similar restrictions in the UK through the Advertising Standards Authority, although the company is also looking at the possibility of court action (MW November 11).

Wilkinson Sword has failed to dent Gillette’s market share in the male shaving market, despite the launch of the four-bladed Quattro razor last year (MW May 15, 2003). Gillette claims M3 Power has had a successful launch in the UK.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now