Warner Lambert is backing the launch of its new Wilkinson Sword Protector 3D Diamond razor with a £4m TV advertising campaign. The new razor is being positioned as giving the sharpest and safest wet shave, and this is what the campaign will seek to highlight. The theme of the ads aims to depart from traditional ads for razors by using a panther and the strapline “so sharp it has to be kept behind bars”. The campaign has two bursts scheduled for November 2000 and January 2001. The Protector 3D Diamond ­ which is likely to go head to head with rival Gillette Mach 3 ­ comes in two colours to appeal to different target markets. The yellow one (rsp £3.99) is aimed at 16 to 24 year olds and the chrome one (rsp £4.99) is aimed at 35+ year olds. The razor pack contains two blades and a case and stand. The lid can be used to hold the razor in an upright position. Replacement blades cost £4.99 for four and £8.99 for eight. {{P&P }}