Bic Brings EasyRinse Game to Multiple Retailers

Bic is promoting the launch of its EasyRinse razors, which have anti-clogging technology, by running a national instant-win game with overlays at Walmart, Target, Walgreens and Dollar General.

Shoppers enter the game by uploading the receipt for any Bic razor through the promotional website Unclogged.Bic.com from Feb. 15 to Sept. 30. The national game awards 149 winners with a prepaid Visa card worth $10 to $500.

Each of the participating retailers has its own prize pool with the same number of winners as the national game, but those awards are paid out as store gift cards. Waltham, Massachusetts-based Breaktime Media administers the game.

An endcap display at Walmart stocks the new SKUs and promotes the game, with a QR code linking to the entry page. The display depicts comedian Eric Andre and Emmy Award-winning actress Annie Murphy, who both starred in a Bic 30-second TV spot that aired in March for the SKU’s launch. The partnership with Murphy and Andre will continue through 2024.

The “All Shave. No Clog” campaign marks Bic’s largest marketing investment in the shaving category in a decade. It also features influencer marketing, social media posts, PR activations and a sweepstakes that ran from March 20 to April 19. Consumers could enter the sweeps by communicating what’s clogging up their life via text message to a designated number. The winner received $10,000. Don Jagoda Associates, Melville, New York, administered.