Remington knows bad pick-up lines are everywhere: "What's your sign?" "What's a nice girl like you doing in a place like this?" "I misplaced my phone number--can I have yours?"
So the brand, which has just launched a new shaver for young men called Code, is running a contest designed to save the young men (and women) of the world from the worst of them.
Remington's best and worst pick-up lines ever contest is the latest entry in personal-care theater--a long line of ads that use shaving products to help men either a) attract young women or b) fend them off. (Remember Hai Karate?)
The current leaders in the race for young men's attention include Unilever's Axe, with its wild "Boom Chicka Wah Wah" ads, Procter & Gamble's TAG with its "You've been warned" positioning, and Philips Norelco with its viral videos promoting, um, manscaping.
Remington, marketed by Spectrum Brands, hopes to capture some of that buzz. It says the Code electric shaver is the first-ever specifically engineered for a younger man's face, and "features a dual-stage cutting system that handles multiple-day growth and gives guys a close, comfortable shave that will leave women swooning."
Guys can enter their best and worst lines at getthecode.com. At the end of the contest, which runs through Sept. 30, the top 10 most voted-on pick-up lines will be selected to win a new Remington Code shaver and 10 personalized T-shirts featuring their winning pick-up line and a matching illustration. Since the launch a week ago, the site has generated about 100,000 visits, and more than 12,000 votes.
Among the entries so far:
"Can I have your picture? So I can show Santa what I want for Christmas." "Somebody better call God, because He is missing an angel." "You remind me of Pokemon. I just want to Piccachu. " "I'm not Fred Flintstone, but I'll make your bed rock."
Advertising support for Code includes print ads in young men's magazines, as well as interactive banner ads on comedic, college and gaming Web sites. "We're also doing video podcasts, site sponsorships and reaching out to bloggers," a spokeswoman says.
Finally, the company is planning back-to-school and holiday end-cap promotions in stores.