Package Design - May 2015 - 88

field

NOTES

the verdict

the marketing program

Harmonious Combination

Do all elements of this integrated marketing campaign hit all the right notes?
In April, we saw Schick and
Skintimate team up with
Pitch Perfect 2 and actress
Brittany Snow to introduce
a total leg care routine
called "Ready, Shave, Shine!"
The integrated marketing
campaign leverages the buzz
being generated by Universal Pictures' Pitch Perfect 2,
which lands in theaters May
15, 2015.
The promotional program includes an original
"Ready, Shave, Shine" music
video, limited edition product in-store, a singing-battle sweepstakes, movie trivia game, in-film product
placement as the new Schick Hydro Silk
TrimStyle makes its movie debut, and
limited-edition Pitch Perfect 2 packaging
for Schick Hydro Silk Razors, Skintimate
Shave Gel, Schick Intuition, Schick Quattro For Women and Schick Xtreme3.
Schick and Skintimate are also partnering
with Pitch Perfect 2 star Brittany Snow

} The tie-in to a film with a female lead
and female cast feels spot on. The movie
call out is substantial and well positioned
while still allowing the product and its
attributes to lead. What's missing is a
stronger call to action for exploring the
additional unique elements of the promotion online.
Karen Kaus
packaging senior group manager, Target

} With the onslaught of social media
channels, from Facebook to Instragram to

to help introduce a three-step leg care
routine that helps women think about leg
care as more than just hair removal, but as
a beauty ritual.
"Pitch Perfect 2 doesn't just highlight
great legs, it showcases the great work
that comes when women work together,"
says Charlie King, director of Schick and
Skintimate brands, Energizer Personal
Care. "We are thrilled to partner Univer-

SnapChat, integrated marketing has become increasingly challenging and sophisticated for any product or brand to take
on. It requires a real world understanding
of your audience, their tendencies and
how they like to connect with brands.
The one aspect of the packaging that
I would have recommended spending
more time on is the product benefits,
particularly in the Shick Hydro Silk and
Skintimate products. Both of these suffer
from too much information on the front
of the pack; the Pitch Perfect 2 connection

sal Pictures' Pitch Perfect 2 to
celebrate the steps women take
each day to rock their legs with
confidence and beauty."
To celebrate the Rock Your
Legs campaign, Schick and
Skintimate enlisted acclaimed
director/choreographer, Adam
Shankman (best known for
Rock of Ages and Hairspray)
and his production company,
Independent Media, along
with Academy Award-winning
(for Avatar) cinematographer
Mauro Fiore, to create a Pitch
Perfect 2-inspired original Rock Your Legs
music video in order to turn a threestep leg care routine-"Ready, Shave,
Shine!"-into an anthem for all women to
rally around. The video can be viewed at
YouTube.com/RockYourLegs.
With so many elements to this
marketing campaign, what do our readers think of the limited-edition package
design as part of the entire brand promotion program?

feels like an afterthought and gets lost as
a result of the overabundance of information. I would have taken this opportunity
to streamline some of the information
on both of these labels. The video on
YouTube and a capella competition both
feel like more considered aspects of the
campaign than the packaging itself.
Andrew Ignatow
senior vice president, design and innovation, for
Sterling Brands

WANT TO HAVE YOUR PACKAGE DESIGN HIGHLIGHTED in this column or comment on future, spotlighted package designs?
Contact Linda Casey at linda.casey@stmediagroup.com and type "Field Notes" in the email subject line.

88

MAY 2015


http://www.YouTube.com/RockYourLegs

Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
Package Design - May 2015 - 71
Package Design - May 2015 - 72
Package Design - May 2015 - 73
Package Design - May 2015 - 74
Package Design - May 2015 - 75
Package Design - May 2015 - 76
Package Design - May 2015 - 77
Package Design - May 2015 - 78
Package Design - May 2015 - 79
Package Design - May 2015 - 80
Package Design - May 2015 - 81
Package Design - May 2015 - 82
Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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