BIC EasyRinse shaver launches new OOH + digital campaign via The Reactor and Media Words

Independent media consultancy Media Words has today unveiled a new campaign for BIC Australia, using compelling creative developed by The Reactor to encourage Aussie shavers to try its new EasyRinse razor.

The large-scale out-of-home and digital campaign uses the intriguing message “smoother, faster, cleaner” to convince men across the country to purchase BIC’s new EasyRinse shaver – the brand’s most researched and tested shaver.

Media Words created a clear, concise campaign for the launch, coupling the engaging ad messaging with the product innovation, to drive EasyRinse sales, and promote BIC as the go-to brand for both refillable and one-piece razors.

Additionally, the national campaign celebrates EasyRinse’s unique technology, which was specifically designed to address long-standing customer frustrations with razor blades clogging, and frequent rinsing and cleaning during shaves.

The razor was created after nearly five years of product development, which focused on addressing the long-held clogging and rinsing issues. The innovation has resulted in the BIC having 11 patents approved for the razor’s blades and rinsing technology, with another 10 pending for the unique shaver head.

Media Words focused on the unique product technology and solution for Aussie shavers, in both the messaging and look and feel of the campaigns.

The agency also used cross-platform consumer behaviour data to optimise its media activity, amplifying the “smoother, faster, cleaner” message across multiple touchpoints to create a powerful narrative about transforming the daily shaving experience.

Says BIC Head of Marketing for Asia & Pacific, Felipe Favoretto: “From the outset, Media Words showed a clear understanding of the brief and the advertising challenge. Elise and her team took the time to understand long-held consumer frustrations and the EasyRinse product itself, and devised a media strategy that not only celebrates the product and the brand but meets audiences where they are. The result is a campaign that strategically targets busy commuters and digital-savvy consumers through high-impact placements at major train stations nationwide, along with large-format digital displays.”

Commenting on the campaign, Media Words Founder and Media Director, Elise Hedley Dale, says: “Our analysis of past campaigns revealed that combining high-impact out-of-home, with targeted digital, delivered exceptional reach amongst our core demographic.

“By leveraging our experience across both traditional and digital channels, we identified key touchpoints where consumers were most receptive to messages about time-saving innovations. Understanding how our audience moves between traditional and digital spaces was crucial in developing this campaign. The research revealed that while smooth shaving is important, consumers are equally frustrated by the time wasted repeatedly rinsing their shaver. This insight drove our media strategy and the creative and messaging across the campaign.”

The latest BIC campaign follows Media Word’s appointment to the media strategy account for Australian end-of-life platform, Critical Info.

The BIC EasyRinse campaign will run until April 2025.