The marketing program
In April, we saw Schick and Skintimate team up with Pitch Perfect 2 and actress Brittany Snow to introduce a total leg care routine called “Ready, Shave, Shine!” The integrated marketing campaign leverages the buzz being generated by Universal Pictures’ Pitch Perfect 2, which lands in theaters May 15, 2015.
The promotional program includes an original “Ready, Shave, Shine” music video, limited edition product in-store, a singing-battle sweepstakes, movie trivia game, in-film product placement as the new Schick Hydro Silk TrimStyle makes its movie debut, and limited-edition Pitch Perfect 2 packaging for Schick Hydro Silk Razors, Skintimate Shave Gel, Schick Intuition, Schick Quattro For Women and Schick Xtreme3. Schick and Skintimate are also partnering with Pitch Perfect 2 star Brittany Snow to help introduce a three-step leg care routine that helps women think about leg care as more than just hair removal, but as a beauty ritual.
“Pitch Perfect 2 doesn’t just highlight great legs, it showcases the great work that comes when women work together,” says Charlie King, director of Schick and Skintimate brands, Energizer Personal Care. “We are thrilled to partner Universal Pictures’ Pitch Perfect 2 to celebrate the steps women take each day to rock their legs with confidence and beauty.”
To celebrate the Rock Your Legs campaign, Schick and Skintimate enlisted acclaimed director/choreographer, Adam Shankman (best known for Rock of Ages and Hairspray) and his production company, Independent Media, along with Academy Award-winning (for Avatar) cinematographer Mauro Fiore, to create a Pitch Perfect 2-inspired original Rock Your Legs music video in order to turn a three-step leg care routine—“Ready, Shave, Shine!”—into an anthem for all women to rally around. The video can be viewed at YouTube.com/RockYourLegs.
With so many elements to this marketing campaign, what do our readers think of the limited-edition package design as part of the entire brand promotion program?
The tie-in to a film with a female lead and female cast feels spot on. The movie call out is substantial and well positioned while still allowing the product and its attributes to lead. What’s missing is a stronger call to action for exploring the additional unique elements of the promotion online.
Karen Kaus, packaging senior group manager, Target
With the onslaught of social media channels, from Facebook to Instragram to SnapChat, integrated marketing has become increasingly challenging and sophisticated for any product or brand to take on. It requires a real world understanding of your audience, their tendencies and how they like to connect with brands.
The one aspect of the packaging that I would have recommended spending more time on is the product benefits, particularly in the Shick Hydro Silk and Skintimate products. Both of these suffer from too much information on the front of the pack; the Pitch Perfect 2 connection feels like an afterthought and gets lost as a result of the overabundance of information. I would have taken this opportunity to streamline some of the information on both of these labels. The video on YouTube and a capella competition both feel like more considered aspects of the campaign than the packaging itself.
Andrew Ignatow, senior vice president, design and innovation, for Sterling Brands