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.
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.
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:
+61410316154
Shop 12 Jetty Village
361 Harbour Drive
Coffs Harbour NSW 2450