BIC: Gold medal shave

BIC, a razor brand, launched a campaign in the US to defend its leadership position and drive awareness and sales of BIC Soleil Sensitive Advanced razors.

The situation

The grooming category is highly competitive, and women's razors are big business, with annual sales at over 5B USD. While BIC is the number one disposable razor brand in volume sales, defending a leadership position and sustaining relevance...