Energizer Personal Care

Adel Mekhail - VP, NA
Jeffrey Chapman - Sr. Director, Global Brand Comm.
Brad Harrison - U.S. Segment Director, Men's
Karen Hubbard - Global Segment Director, Men's

JWT *Lead Agency

Claire Capeci - Global Business Director
Billy Faraut - Creative Director
Howard Lenn - Creative Director
Ariel Stern - Acct. Director

MEC

Laura Mahoney - Partner, Comm. Strategy Director

Amplitude Marketing

Content & Co.

Stuart McLean - President

Up against a big spending, category dominant competitor and consumers skeptical of higher blade counts, Schick set out to launch their new Hydro razor. Global research had shown that guys wanted more from their shave, going beyond just removing hair to caring for their skin in the process. With this insight, Schick developed and launched Hydro with an unexpected blast of hydration. The launch far exceeded sales and share goals, and the insightful positioning resulted in an unusually high brand bonding score for a new brand with a small presence.