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...