Spring Break Marketing: “The BIC Shave Experience”

This spring break students in Panama City Beach, Florida and South Padre Island, Texas experienced BIC razors through “The BIC Shave Experience”. This campaign was created with the hope that these college students will turn into loyal customers down the line. At these spring break destinations the BIC brand was all over. There were brand-relevant games and shaving events on the beach.  Select hotels even distributed sampling kits.

The “BIC Shave Experience” was a place where men and women could get shaved by licensed barbers and cosmetologists. The females got a smooth shave with the BIC® Soleil Bella® razor.  Men could have their chests or heads shaved into BIC logos or shapes.

In addition to the events BIC placed its messages in the surrounding hotels.  They used elevator wraps, posters in the hotel lobbies and branded keycards. When the spring breakers checked in they were given samples of the razors.

This consumer experience was produced by Brand Connections, a NYC marketing and media company. The company chose to put this event on during spring break because it allows for a high concentration of 18-25 year olds. The experience took place from 3/3-3/7 and 3/19-3/23 in FL and 3/11-3/15 in TX.

BIC

ABOUT BRAND CONNECTIONS 
Brand Connections (http://www.brandconnections.com) is an independent global marketing and media company that creates Branded Consumer Experiences™ by integrating digital and venue-based product experience networks for national and global brands. Founded in 2001, Brand Connections has connected hundreds of Fortune 500 brands with more than 2 billion customers by reaching them when they are in the right frame of mind to engage with brands. Brand Connections is expert in trial-generation; tactics include product sampling and experiences, targeted out-of-home media, experiential marketing, retail activation and digital and social media integration. Brand Connections is majority owned by Veronis Suhler Stevenson (VSS), a leading media and communications private equity firm.

ABOUT BIC 
BIC Consumer Products USA (http://www.bicworldusa.com) is a leading distributor of stationery products, lighters and shavers. Since its founding more than 50 years ago, BIC has honored the tradition of providing high-quality, affordable products. Through this unwavering dedication BIC has become one of the most recognized brands in the world today, delivering “More for your money…Always!”