Extinguished

Gillette puts out its Cricket

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 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.

"Gillette hasn't succeeded in the sale of Crickets for years,"...

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