BIC came to TAG with a brief to secure additional listings and sales within the UK and Ireland markets. Our target metrics were to increase audience share for BIC within the disposable razor market, drive consumer trialing, distribution, incremental sales and brand loyalty.

Taking a deep dive to understand BIC’s target audience, considering the shopper behaviour for the BIC flex 3 razor, I found meaningful insight in establishing new habits. Behavioural research has shown that although it takes 21 days to form a new habit, it takes 90 days for that habit to become the ‘new normal’. Leveraging this ‘new norm’ behaviour, the concept was to create an in-store campaign that promoted a 90 days supply of BIC 3 razors; One Two Free. Featuring BIC’s Smooth Shave game, this integrated promotion would be offered to new retail partners across the UK and Ireland.

I worked on the key visuals which involved a photography shoot, for which I supplied scamps, supporting POS, pitch document, and recommended local radio ad. This fun, clear, and direct campaign aimed to improve in-store visibility, increase shopper value perception, achieve brand KPI’s by channel, and would be easy to implement and deliver.

Client: BIC
Agency: TAG Worldwide Group
Category: Retail campaign
Skills: Art direction, Conceptual thinking, Design, Photoshop, Illustrator, InDesign

Radio script

(Sounds of a match playing in the background)

Sports commentator:
”Ohhhh… that was a bit hairy! But wait!… ah wait! It is a bad miss!”

Fan V/O:
”You know, if you really want to score, you should try shaving with BIC Flex 3. Its spring-mounted, triple-blade system adjusts to your face for an even closer shave. And, its lubricating strip ensures a smooth action every time…
…leaving your skin looking and feeling irresistibly soft.
Here’s an opportunity you definitely shouldn’t pass…
…buy it today for £1.75 in any large Boots stores until 24 March”

Sports commentator:
”Now that’s a smoooooth move… and he shoots - he scoooooooores!”

Fan V/O:
”BIC Flex 3. Smooth move”