• Brandweek, Wednesday, June 23, 2010 10:30 AM

The deal with Vevo gives Schick Hydro new ways to market its razor, which launched in the spring. Energizer says the product is its highest-rated ever. It features a flip trimmer, advanced hydrating gel reservoir and skin guards.

Since Schick Hydro's target demo is 18- to- 34-year-old males, partnering with Vevo made a lot of sense, Dan Kinton, Schick's senior brand manager, tells Elaine Wong. "The Next Wave," as the channel is called, went live on Vevo this week, and features original programming from Boston-based electronic pop band Passion Pit.

In addition to Vevo, Kinton said the brand will continue to explore cutting-edge digital channels to market its razors. One example is "Clean Break," an unscripted Web series launching next week on the Sony Pictures Entertainment-owned online video network, Crackle.

Read the whole story at Brandweek »