College Students Get Clean-Shaven with BIC® Razors during Spring Break 2013; Branded Consumer Experience by Brand Connections to Show More Skin

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BIC will be hosting “The BIC Shave Experience” in Panama City Beach, FL and South Padre Island, TX, where men and women can get shaved on the spot by licensed barbers and cosmetologists. "The BIC Shave Experience" will immerse students in the BIC brand through brand-relevant games, on-beach shaving events, integrated media placements and special sampling kits distributed through surrounding hotels.

“Through our participation at these popular spring break locations, BIC will capture the imagination and loyalty of these college students,” said Linda Palladino, brand manager – Shavers, BIC Consumer Products USA.

Spring Breakers in Panama City Beach, Florida and South Padre Island, Texas are expected to shave it off to show it off with BIC razors during spring break this coming March.

Students attending spring break will be immersed in the BIC brand through brand-relevant games, on-beach shaving events, integrated media placements and special sampling kits distributed through surrounding hotels at the point-of-usage intended to drive product trial and experience.

“Through our participation at these popular spring break locations, BIC will capture the imagination and loyalty of these college students,” said Linda Palladino, brand manager – Shavers, BIC Consumer Products USA. “These students are willing and eager to engage with brands who have an authentic place in the festivities and whose spring break spirit matches their go-for-it mood.”

BIC will be hosting “The BIC Shave Experience” where men and women can get shaved on the spot by licensed barbers and cosmetologists! Females can get a flawlessly smooth shave with the BIC® Soleil Bella® razor, while males have the opportunity to have their chests and heads shaved to feature logos and shapes using the BIC® Flex 4® razor. In addition, some lucky females will get to take home the brand new BIC® Soleil® Shave & Trim razor, an innovative disposable razor with a slide-on/slide-off bikini trimmer.

Palladino adds, “There is a lot of fun to be had at ‘The BIC Shave Experience,’ as attendees will participate in the giant branded razor game, ‘BIC Racing Razors!’ Students will also have the chance to play the ‘BIC Beach Trivia’ game. Naturally, all of the events will be caught with cell phones and shared online!”

In addition to the live events, the BIC message will be amplified through on-site media at surrounding hotels, such as elevator wraps, lobby posters and branded keycards. Spring break vacationers will receive gender-specific sample packs so those who don’t make it to the on-beach experience (or are too shy to participate) can try the BIC razors on their own.
The branded consumer experience is being produced by Manhattan-based marketing and media company Brand Connections, an expert in marketing to Millennials.

“Spring break offers the most concentrated collection of 18-25 year old consumers in one place at the same time. They’re tomorrow’s powerhouse consumer generation,” says Sherry Orel, CEO, Brand Connections. “The BIC branded experience is light-hearted and fun. It’s designed to capture their attention while at spring break but remain memorable upon their return home. By folding in practical sampling with fun, it’s a win-win for the brand and the Spring Breaker.”

The BIC Shave Experience will visit:

  • Panama City Beach, FL: 3/3 – 3/7
  • South Padre Island, TX: 3/11 – 3/15
  • Panama City Beach, FL: 3/19 – 3/23

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!”

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Bonnie Rothman Morris

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