Word: crickets
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...cricket's chirrup...
Gillette puts out its Cricket...
...hottest marketing battles of recent years. On one side was Gillette's inexpensive Cricket lighter (price: about 70?), which could be used for months and then thrown away. On the other was Bic's equally disposable model (69?), famed for the slogan "Flick my Bic!" But after more than a decade of struggling, Gillette last week conceded defeat. The Boston-based company said it planned to sell its Cricket line to Swedish Match, a leading European lighter maker...
...oval shape that buyers seemed to find more comfortable to use than the rounder form of the Cricket. Such preferences helped boost the Bic model last year to an estimated 53% share of the $325 million U.S. market for disposable lighters, vs. Cricket's 16%. Gillette was third in the race behind Scripto, which accounted for 24% of 1983 sales...
While dropping the Cricket may wound Gillette's pride, it should have little financial impact on the company...