"Shave category ads have put men in narrowly defined boxes for many years, and what we heard with our survey is that men want this type of advertising to depict real individuals. The unfiltered spots are presented via a minimalist, black and white presentation, revealing the extraordinary within the ordinary and celebrating men with quirks, flaws, passions and everything else that makes them who they are.
The ad spots feature Mills' signature human-centric approach, bringing heartfelt, personal stories of men to life. The rebrand brings Schick's legacy of listening to men to life and represents it in a new, different and engaging way. Rather than featuring renowned celebrities, actors or models, the campaign spotlights everyday men because Schick is a brand for every kind of man. Schick worked with creative agency Partners & Spade and Academy Award nominated film director Mike Mills (C'Mon C'Mon, 20th Century Women) to partner on the brand storytelling featuring real interviews with men from across the country, capturing unscripted content that champions authenticity.
The data revealed that 85% of men prefer to see real, everyday people depicted in ads, a message Schick took to heart. Schick's new positioning is informed by national research commissioned by the brand, which found that 81% of men would prefer brands to celebrate them for who they are instead of asking them to change.Īs a thought leader in the grooming space, Schick commissioned a national survey to inform their consumer-first approach.
0 kommentar(er)
