At this juncture, Ziegler retired from active direction of the company and sought to hire a successor. The first choice of candidate not remain in the position very long, and Colman Mockler was then asked to step into this position, which he accepted in 1976. Under Mockler, Gillette’s strategy was to cut costs dramtically and pour the money saved into ad and product development budgets. The Mockler era was one of the most