Targeted at young men, aged 16 to 24, Bic Flex O3 Control is a razor with a swivel head, 3 easy-to-rinse, spring-mounted blades for less irritation, and two vitamin E lubes with lanolin, curved handle with grip.
The brief was to create a print and OOH campaign supported by an online game and competition to help launch Bic’s new shaver. The campaign was geared towards the youth market, first-time users and building loyalty and awareness in existing markets.
To emphasise the impression of “smooth”, we created visuals that were clean, crisp and on-trend, highlighting the sensitivity of first-time users’ skin and capturing the attitude of the youth market.
The campaign was supported by an online game that tested the smoothest line for any given scenario.
The positioning line “Smooth has never felt this good”, made the user feel confident in the product and himself, creating brand trust. As the user develops physically, so too does the product range. Bic would always be there for you throughout the phases in your life.