Word: norelco
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...billion domestic-appliances and personal-care unit of Royal Philips Electronics wants more Americans to know that the Dutch giant owns such brands as Norelco (shavers), Sonicare (toothbrushes) and Senseo (coffee makers). "Branding is a priority for this company," says the Italian-born Andrea Ragnetti, 45, who also serves as Philips' first marketing officer ever and has worked in marketing for Telecom Italia and Procter & Gamble. His experience will come in handy. At the top of his agenda: a $13 million ad campaign in the U.S. --By Dody Tsiantar
...nights, the wide screens at San Francisco's Moscone Center glowed with some of the most sophisticated computer animations yet produced: TV commercials that showed Chevy vans floating in clouds and Norelco shavers zipping around a racetrack; television network logos replete with spinning globes and sparkling call letters; scientific simulations displaying molecules at magnifications no microscope could achieve; and animal, vegetable and mineral objects more realistically portrayed than ever before. Says Computer Artist William Reeves of Lucasfilm, who created the image of windblown grass he calls Blowin' in the Wind: "I'm not going to claim it's just like...
...brand-aware character," says David Wilson, EON's vice president of global business strategy. Dr. No "placed" Pan Am, Red Stripe and Smirnoff. But Die Another Day sets a new standard for promotional deals, pitching about 20 brands, from Finlandia vodka (yep, he switched) to 7-Up and Norelco shavers...
Beyond the religious significance of Christmas, I have always loved its tacky excesses: the plastic decorations, chain-store elves and TV spectaculars that feature talking reindeer, children's choirs and ads with Santa flying down a hill on a Norelco razor. But a couple of years ago, I had a midnight epiphany at Wal-Mart. Weighed down by sporting equipment and plastic toys, I realized that I had bought more gifts than anyone on my list could want or need and that it wasn't good for their spirits--or mine...
...Norelco ($110). American. Sleek, well built, performs all the functions of a Cuisinart, but is somewhat less durable. Best buy in its range...