Philips/Norelco- Die Another Day HomeWorld, February 18- March 3, 2002 '007' To Promote New Norelco Shaver By Ed Lieber, Senior Editor Chicago- Norelco plans to launch a new high-end shaver in mid-November in connection with a promotion for the 20th James Bond movie. For competitive reasons, Norelco would not disclose anything about the shaver other than where it fits in the supplier's shaver price spectrum. "It will be our premium product," said Tom Evangelista, senior vp/marketing, Philips and Norelco brands, North America. Norelco's high-end currently consists of its Quadra Action line, which sells at suggested retails of up to $200. Launching the product with cultural icon James Bond was a natural fit, according to Norelco's executives. "Bond has the kind of premium product association that will fit well with Norelco," said Evangelista. "It's a great match." "Having an icon like James Bond use an electric shaver will help the entire category," projected Nina Riley, director/marketing for Norelco. James Bond fans are the demographic Norelco is seeking to attract, Riley added. A huge array of products have been promoted with the help of James Bond in recent years. BMW, Ericsson, Omega and Visa are among the big brands that got pushes in Bond vehicles. The upcoming film stars Pierce Brosnan and has the working title Bond 20. Produced by EON Productions and Metro-Goldwyn-Mayer Pictures, it is due in theaters Nov. 22.