Aligning with a New Audience
William Vogelsang, AD
Neha Embar, CW
Nate Villaire, XD
Jo Rozycki, ST
Bic dominates the affordable disposable razor segment. As consumers trend toward more sustainable and convenient options, such as reusable razors and shave club subscriptions, Bic faces immensely slowed growth in the disposable shaver category.
Bic needs to define a niche audience who most benefit from using disposable razors and will continue to purchase for years to come.
OF ADULTS 18-24 AVOID ALL PLASTIC PRODUCTS.
Plastic just isn't popular anymore with those who have the privilege to choose sustainable options.
The competition overcomes this setback with over-engineered shavers for
Characterized by a sense of maturity and professionalism, these men take great pride in their meticulous shaving rituals and are capable of investing time and money into an individualized routine.
This audience prioritizes a good shave over sustainability.
Speak to the opposite audience, who would benefit from the simple and easy-use design of Bic disposable razors:
HIGH SCHOOL- AND COLLEGE-AGED MEN
These young men want a simple grooming routine that does not require much research or time investment.
Disposable razors are inexpensive, accessible, and give a close shave without extraneous accessories or features...the perfect First Shaver for young men learning to groom themselves.
Learning to shave is messy.
Nothing goes perfectly the first time you try.
FOR THE BIC MOMENTS
For the Bic Moments is a campaign aimed to de-stigmatize the awkward moments of growing up – such as learning to shave – through humor.
The campaign will kick off with a 30-second television spot that features a parent walking in on his son’s painful first attempt at shaving, and leaving rather abashedly after misinterpreting what he was doing in the bathroom for such a long time.
Following the commercial, ads will be placed in indoor malls and high-traffic transportation locations and on social media.
Through Thick and Thin
“For the Bic Moments” lightens the conversation around puberty and learning to shave.
Everyone goes through puberty, and Bic celebrates the universality of those awkward rites of passage of growing up. In doing this, Bic disposable razors are there for you,
not just in the small moments, but the Bic ones, too.