Energizer Canada is giving the shaving category a jolt with its first national multi-brand campaign.
The “Schick Sets You Free!” contest gives consumers the chance to fly free for life, shop free for a year, or drive free for a year. The campaign brings together three brands: Schick razors, Skintimate shaving gel for women and Edge shaving gel for men.
“The promotional strategy behind it is grounded in our Schick ‘free your skin’ tagline, so we’re able to leverage the entire shave portfolio, both men and women,” said Jill MacKinnon, brand manager, Energizer Personal Care. “[The campaign] celebrates key activities that resonate with all of our consumers — travel, shopping and dining.”
The fly free contest will pay the winner $1,200 a year or a $25,000 lump sum, the shop free winner will receive a $15,000 prepaid Visa, and the drive free winner will get $15,000 to cover costs like gas and insurance.
The campaign runs until September, with each of the three contests running for three months. Participants can visit WeSetYouFree.ca to enter and include a PIN found on Schick products. Aside from the grand prize, there are 2,450 instant win prizes per contest.
“We wanted to offer consumers an amazing experience, so bringing together all three brands gives us the power to give more to the consumer and to the retailer,” said MacKinnon. “[The contest] is really just to bring excitement to the shave category.”
The campaign includes in-store support from 6 Degrees and social media and PR from Paradigm Public Relations, which is coordinating activities on Twitter via the @FreeYourSkin handle and managing the influencer strategy. Real Interactive developed the contest microsite and digital advertising. MEC will be supporting the brand’s Facebook and Twitter pages through sponsored posts and promoted tweets.
