2007 BRONZE

BEAUTY PRODUCTS & SERVICES

THE POWER OF 4

SCHICK QUATTRO POWER, SCHICK WILKINSON SWORD

Adel Mekhail, Sr. Dir. - Mktg. USA
John Wergeles, Group Brand Dir.
Wendy Salustro, Sr. Brand Mgr.
Michelle Taksen, Associate Brand Mgr.

COLANGELO

Dan Stevenson, Executive Creative Dir.
Kelly Periano, VP
Susan D. Cocco, SVP
Bob Whitmore, Creative Dir.
Ben Applebaum, Copywriter
Jonathan Van Ryzin, Art Dir.
Joe Raimo, Sr. Account Executive
Nat Sweeney, Interactive Designer
Steve Sohl, Creative Dir.
Kevin Wakefield, Sr. Account Executive
Serena Harragin, Producer (Independent)
Dave Merhar, Dir. - Sandwick Films

VIZEUM

Mike Farasciano, VP
Christine Peterson, Engagement Specialist

JWT

Natalie Vander Vorst, Account Dir.

Schick needed to launch a new men's razor - despite second-to-market technology, 10% the budget of the competitor and low equity with young men. The goal was to engage the audience in the brand and drive sales at retail. Looking past the blade wars and potentially litigious claims, we focused on the confident magnetism that comes with a close, clean shave. We labeled it The Power of 4 and put it at the center of a life-changing system, complete with infomercial. The results: 2 million website users engaged in the integrated campaign and franchise dollar share grew 52%.