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...