Schick Wilkinson Sword

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

Colangelo *Lead Agency

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

Vizeum

Mike Farasciano - VP
Christine Peterson - Engagement Specialist

JWT

Natalie Vander Vorst - Acct. Director

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%.