While unwilling to disclose budgets, John Wergeles, Schick group brand director, revealed a multi-faceted program which includes event marketing, a partnership with multiplatinum Atlantic Recording artist Jewel, and negotiations with TV networks for "thematic placement" of Intuition in daytime soaps.
"We have a formidable competitor [in Gillette]. And for us to be successful, we realized we needed to go to market differently," said Wergeles. "We want to generate high levels of awareness and high levels of trial quickly in a way that Schick has never done before."
%%PULLQUOTE_LEFT%% The product shipped to retail a month ago and on top of the launch advertising, Wergeles and his marketing consulting and promotion agency, Full Dimension Marketing, mounted Intuition-Fest 2003 in New York's Central Park earlier this month. Jewel, who coincidentally has a new single on the charts called "Intuition," headlined the free concert.
"Our objectives and hers synched up," said Mark Macchiarulo, managing partner at Full Dimension Marketing, based in Ridgefield, Conn. While Jewel does not physically appear in the Schick Intuition advertising, the "Intuition" song was licensed by Schick for use in the commercials.
"Jewel is going in a new creative direction and it's important that the mass public gets exposed to the song and the new record. To that end, it's so hard these days to cut through the clutter," said Lee Stimmel, VP-marketing & product development at Atlantic Records. "Airplay—be it radio or video—is not guaranteed, even for an artist with the track record of Jewel. Leveraging the Intuition brand in this way made sense for us."