• Ad Age, Thursday, December 22, 2005 11:45 AM

Gillette will kick off the $200 million launch of its new Fusion shaving system with a spot on the upcoming Super Bowl XL, marking the beginning of one of the company's largest new product introductions ever. Some experts even say the launch could determine whether the $57 billion acquisition of Gillette by Procter & Gamble pays off. Fusion has a five-bladed surface on one side and a single trimming blade on the back. Gillette is simultaneously launching battery-operated, vibrating and non-vibrating versions of the razor as well as a line of Fusion shave creams and gels.Products are scheduled to hit stores just in time for the big game Feb. 5. But Gillette executives have been mum on details of the critical Fusion launch, including when ads would break. Gillette last ran a Super Bowl ad in 2004, the same year P&G made its maiden voyage on the game with a spot for Charmin.

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