Schick Wilkinson Sword: how a number two brand used social media to take on Gillette

The social media campaign behind the launch of Wilkinson Sword Schick's Hydro razor is the focus of this article by Warc's U.S.

Schick Wilkinson Sword: how a number two brand used social media to take on Gillette

Geoffrey PrecourtWarc

Even with an imaginative new product extension in hand, being the number-two brand in a market where your primary competitor has a 90-percent share and a parent company 50 times the size of your own is not an enviable marketing proposition.

For Jeff Chapman, director of global brand communications at Schick & Wilkinson Sword, a subsidiary of Energizer Holdings, the solution was simple: Go up against Procter & Gamble's Gillette with "something different."

In fact, Chapman brought two points of difference in...

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