As co-creative lead on the Schick business, we launched products for a number of franchises across men’s and women’s razors. Effies, Clios, and market share followed.
This was the launch that saved Schick during the razor blade wars with Gillette. Where do you go after four blades? Five blades. Then you add a gel reservoir… compelling stuff? We put the demos in the commercials and let the web films tease the launch and breathe a little. It worked by helping Schick get its mojo back, and closing a steep share gap against the category Goliath.
Schick Hydro for Men
Broadcast did the traditional lift, teasing the launch as PR anounced the next innovation in the razor wars. The launch showed off the benefit of the new hydrating gel reservoir.
Print was shot by Jim Fiscus compositing water elements created by popping water balloons in the shape of the objects.
Schick Quattro for Women
Schick was going for a younger target and wanted a new way to talk about how well the razor performs. Travel posters with a unique proposition helped make the point.
Schick Quattro Disposables for Men
Disposable razors have a bad reputation for performance. Rather than get into blade wars or category tropes, we did a twisted take on a product demo. And used the word irrefutable. Literacy is alive.
