Bic Shavers: Brotastic shave

This case study explains how BIC, the men's shaving brand, built interest and trial amongst young men in Malaysia with an online campaign that fed expression and belonging for groups of friends.

Bic Shavers: Brotastic shave

Sailesh Wadhwa

Campaign details

Brand owner: BICLead agency: Lowe & PartnersBrand: Bic ShaversCountry: MalaysiaIndustry Shaving productsChannels used: Events and experiential, Online video , Packaging and design , Point-of-purchase, in-store, Social media , Word of mouth, advocacyMedia budget: Up to 500k

Executive summary

This case study describes how the 'Brotastic Shave' was a uniquely Malaysian campaign for BIC Shavers. It demonstrated that a belief in anchoring marketing concepts in deep-rooted cultural insights can create a dissonance in 'tried-and-tested' mindset categories like men's shavers, where...

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