CAMPAIGNS: Product Launch - A shave and a song

Client: Schick Shaving Products, a division of Pfizer (Milford,CT)

Client: Schick Shaving Products, a division of Pfizer (Milford,CT)

Client: Schick Shaving Products, a division of Pfizer (Milford,CT)

PR Team: BSMG (New York) and Marketing Werks (Chicago)

Campaign: Schick Shave Shack

Time Frame: June 30 - Sept. 10, 2000

Budget: dollars 169,000

Last year's debut of the Schick Shave Shack, a mobile karaoke competition born from the idea of people singing and shaving in the shower, promoted the company's entire product line and attracted more than 100 million media impressions. So this year, when Pfizer prepared to introduce the Schick Xtreme III, a gender-neutral razor, its agency of record, BSMG, decided to cut right to the chase and rolled out the karaoke competition again. Why reinvent the wheel?


Still, the PR team had its work cut out in determining how to improve on last year's success and tailor the competition to the product. This year the shave shack, a 32-foot, custom-built trailer with a drop-down stage that converts into a mock shower setting, was more hi-tech, with a beefed-up sound system, a showerhead microphone and a slicker interior.

The trailer also boasted a high-definition video and music wall system.

The competition toured 10 major markets, but it was more than simple karaoke. The contests were lighthearted, featuring couples getting lathered up and shaving each other on stage. With a catalog of more than 600 songs to choose from, the shower crooners sang into a showerhead with built-in microphone and shaved at the same time.

Marketing Werks was hired to coordinate the tour and staff the mobile stage. The challenge was to pick the right three-member crew, said Marketing Werks account manager Kisty Allen. The crew, which consisted of a dee-jay and two assistants, had to be outgoing, creative and articulate. They had to be marketing savvy and have a good singing voice, because part of their job was to draw the crowds, register contestants and engage the audience with karaoke demonstrations.

Playing on the 'three' in the product name, the first-prize winner at each venue won a dollars 333 Tower Record gift certificate, a shower CD player and a pair of in-line skates.


BSMG representatives appeared on morning shows and radio spots on stations such as WBBM, Chicago and KPLA, Los Angeles prior to the arrival of the shave shack. Media kits were sent to print and broadcast outlets that included press releases, a tour schedule, photos and razors.

At each event, rubber duckies and T-shirts with the brand name were distributed.

And 40,000 razors were passed out to potential consumers.

The Shave Shack trailer was strategically placed at each event to maximize its visibility. At the Taste of Chicago, the Shave Shack was positioned near the main stage. Chicago's event probably was the most well attended, said Allen of Marketing Werks, but the one held in conjunction with the Democratic convention visit drew more talent than any other on the tour.


The convention event, held on the back lot of Paramount Studios, was covered on NBC Nightly News and Good Day New York. Other network affiliates did live remotes from the event. And many local reporters, including Gayle Anderson of KPLA, Los Angeles and Jennifer Weigel of WBBM, Chicago, performed karaoke.

The goal was to double last year's media impressions. According to Weinstein, the goal was met, although the numbers are still being tallied as of press time. Articles ran in The Washington Post, New York Daily News, Los Angeles Times and The Pittsburgh Post-Gazzette. The events drew large radio coverage, including spots on WPLJ in New York, KROQ FM in LA and 1010 Wins, New York.


The shave shack will be a part of the continued marketing effort, but it will probably be changed slightly to keep it fresh.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in