packaged goods

Schick Flies With Spidey

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Spider-Man probably doesn't shave while swinging, but men's care brand Schick is getting a ride on Spidey's silken bungee cord anyway via a cross-promotion with Fandango and Sony Pictures. The program rewards people who buy Schick's Slim Twin razor with tickets to "The Amazing Spider-Man" movie. 

People can buy two specially marked packs of Schick ST2 or Slim Twin disposable razors and then redeem the promotional codes inside each pack at www.schickslimtwinrewards.com to get tickets. The film premieres on July 3.

Bob Barnett, brand manager of the ST disposables franchise, says the effort includes online marketing and activation at retail. "We are working with Sony to finalize specific activity in grocery," he says, adding that it's the brand's biggest promotion for the year. "Basically, we have focused a lot against this program, so packaging includes integration of Spider-Man assets on packages around the promotional offer period." He says packages have a call to action wrapped in film art and Spider-Man iconography. 

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"Pretty much every element invested behind this brand is driving this program," he says. "We will have custom display artwork wherever we have displays." He says there will also be print and banner ads supporting the promotion. 

Barnett says Schick and Spider-Man are complementary brands. "One of the things about Slim Twin is [that] it’s an older product; it has been around a long time, like Spider-Man, and both are relevant to consumers. And he's an approachable character. ST is also approachable: it's seven bucks, has lots of benefits. and the technology sets it apart.

"This film is about how smart Peter Parker is. ST has always been a product that, within the subsegment of twin blades, has always been about offering more to consumers, lots of value and extra features you don't get from that segment. So we have been focusing on promotions to give more to consumers." 

Barnett says marketing communications has fun with things like the "Amazing" rubberized grip on the product, and "Amazing" precision of the two-blade razor configuration. "We have had a lot of fun tying in attributes and benefits of the product."

Recently, Schick has also focused on music to promote ST via partnerships with online retailers. "That is obviously a high-tech area, and, overall, it's about giving consumers more." 

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