Hydro Product Launch.
Schick.


The Brief

Why Schick Came To Us

Objective:

Schick launched their new 'Hydro' range; an innovative next step to change the men's shaving category beyond hair removal, to caring for men's skin through a hydrating gel reservoir in the lubrication strip. Our objective was to drive awareness and trial of the new range as well as achieve market leadership within the men's shaving category.

The Work

What We Created For The Campaign

Strategy:

As the product is a destination purchase, we needed to interrupt shoppers by bringing the idea of hydration and refreshment to life through clever point of sale.

Simple messaging and incentivizing a refill purchase was key to the success of this campaign as well as a social strategy to generate mass awareness and trial through word of mouth and Facebook.


The Response

Reaction To The Campaign

Our key message 'Discover Unexpected Hydration' was brought to life through bespoke point of sale units and sampling within retail outlets including Quicksilver stores. We devised a promotional strategy to convert the samples to sales via a strong refill incentive - the chance to win the ultimate summer trip with a choice of three destinations.

Awards:

  • Gold APMA Star Award Winner
  • Best Activity Generating Brand Awareness And Trial

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