Bic Razors has appointed Propeller Direction to handle consumer PR
for its on-pack instant-win promotion ’Blade Runner’.
The six-month account was awarded following a four-way pitch understood
to have included Harvard, Marbles and Axiom.
The account will be led by senior account manager Maria Gadsdon and
client services director Marilyn Wicks, reporting to Bic communications
manager Alison MacFarren.
Campaign activity will target regional press and broadcasters and
features roller-blading women encouraging men to be shaved to generate
coverage for the promotion, which offers prizes of jeeps, scooters or
Bic, the UK arm of the French company, uses no other PR agencies in the
UK, but has told Propeller to consider this project a trial run for
future work on offer.
The promotion appears on 250,000 packs of double-bladed disposable
razors and 4 million packs of single-blade ones.