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SBD/6/Sponsorships Advertising Marketing
SCHICK UNVEILS NEW PRODUCT LAUNCH AROUND SPURS' TIM DUNCAN
Published February 6, 1998
Schick will use Spurs rookie Tim Duncan "as its standard-bearer" during All-Star Weekend, and "will open a new front in its battle with Gillette" by introducing a new razor called "The Protector," according to Jane Levere of the N.Y. TIMES. Schick, a division of CT-based Warner- Lambert, will begin its "largest advertising program ever" during the NBA All-Star Weekend, including a 30-second spot featuring Duncan airing on TNT during Saturday night's Rookie Game. NBA officials said that this "was the first time" a sponsor had introduced a product during the Rookie Game. Schick said it decided to introduce its new razor during All-Star Weekend because the NBA's demos "enable" them to "reach men 18 to 34." Duncan's spot will air "approximately 75 times" through February 15 on TNT, NBC, ESPN, TBS and MTV. The campaign will involve additional TV, print and online advertising (N.Y. TIMES, 2/5). SHOOT OUT: Duncan and Nets rookie Keith Van Horn will go head-to-head in the Schick "Protector Face-to-Face Celebrity Challenge" at the NBA Jam Session. Spike Lee will coach Van Horn and Antonio Sabato, Jr. will instruct Duncan. The winner of the shootout will shave the face of the losing celebrity coach, and Schick will donate $10,000 to the National Committee to Prevent Child Abuse (Schick).