Word: gillettee
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Dates: during 1980-1989
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It was one of the 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...
"Gillette hasn't succeeded in the sale of Crickets for years," said Jeffrey Ashen-berg, an analyst for the New York City investment firm of L.F. Rothschild, Unterberg, Towbin. "Obviously it's decided, 'Enough.' " In addition to being slightly cheaper, the Bic version was perceived as...
an 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...
The lighter defeat was a bitter one for Gillette, which introduced its butane-fueled throwaway in 1972 and used a bright Jiminy Cricketlike creature as the product's symbol. But Bic, the American subsidiary of France's Societe Bic, jumped into the market the following year and quickly...
While dropping the Cricket may wound Gillette's pride, it should have little financial impact on the company.