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 by teasing the launch in coordination with a PR drive announcing an innovation in the razor wars. The launch spots showed off the benefit of the new hydrating gel reservoir.
Print was shot by Jim Fiscus, who helped us come up with a unique way to capture the water elements in camera. We popped water balloons in the shape of the objects for a more realistic look.
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 cheeky proposition, “you can skip a day or two,” made the point.
Schick Quattro Disposables for Men
Disposable razors have a reputation for bad performance. We did a twisted take on a product demo to show how smooth this razor shaves. And I used the word irrefutable. Literacy is alive.
