Schick Contest Targets Hispanic Shoppers

St. Louis — Energizer Holdings’ Energizer Personal Care division launched a Hispanic marketing campaign for its Schick brand for the first time in August. Called “Camino al Exito” (“Journey to Success”), the effort centered on three up-and-coming boxers and three dancers competing for separate prizes.“A year and a half ago, insights showed the Hispanic population has an affinity for disposable razors and, in general, tends to maintain a clean, shaved face – much more than the general population,” says shopper marketing manager Grace Fraraccio. “We felt like it was a perfect area for the Schick Xtreme3 [line] to play in – to appeal to the Hispanic consumer who might not currently have a product that speaks to them in the way they want to be spoken to.”Through videos posted on Schick’s Facebook page and a promotional website, consumers could get to know the boxers’ and dancers’ stories and vote for them from Aug. 13-31. The winning boxer received money, and the winning dancer an appearance in a music video, to help further their careers. Latino entertainment distribution company NGL Media, New York, produced the videos.“It was a different way to market to that new consumer,” Fraraccio says. “We had a lot of the research; it was just looking at it through a different lens.”Energizer relied on insights about Hispanic men’s enthusiasm for boxing and Hispanic women’s enjoyment of dancing.The program included Spanish and English videos, a custom Facebook app, and targeted PR and TV spots. A pair of 30-second TV spots ran on mun2, a national Hispanic cable channel. Schick also designed limited-edition packaging that shows a boxer on the men’s products and a dancer on the women’s items. Each had bilingual messaging and prompted consumers to visit Schick’s Facebook page to view the videos and cast votes. Bridgemark Branding, Mississauga, Ontario, handled the packaging. Edelman, New York, was the digital and social media partner.Kroger stores in Texas carried the limited-edition packages, and the retailer’s direct mail pieces included coupons for Schick razors.“This was an opportunity to break new ground with the Hispanic consumer,” says Awilda Mendez, assistant brand manager for Schick Xtreme3. “We’re always striving to reach out to consumers we haven’t had a chance to build relationships with. We wanted to make sure we communicated to everyone.”Fraraccio says metrics for success included social engagement levels as well as sales of both limited-edition packs and regular packs.

Schick Contest Targets Hispanic Shoppers

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