Putting the Power of 4 in Her Hands
Schick wanted to put the “Power of 4” into women’s hands and make them aware that the high performance “Quattro for Women” razor provided the same long-lasting, smooth, close shave they believed they could only get from a man’s razor. But it also provided something else: magnetic attraction. We activated through print media in high-profile tabloids, such as US Weekly and People, to generate awareness, deliver product benefits and provide high-value offers. Disruptive in-store visibility shelf and floor displays and sampling reinforced the extra attention the “Power of 4” creates.