BIC joins forces with Eric Andre, Annie Murphy on EasyRinse razor launch
BIC is launching its newest razor innovation with some majorly funny star power.
The brand is debuting the EasyRinse razor with its “All Shave. No Clog,” campaign starring comedian Eric Andre and Emmy Award-winning actress Annie Murphy.
“We know 92%1 of people who shave experience clogged razors, so we are thrilled to announce that BIC has solved razor clog once and for all with BIC EasyRinse,” said Katty Pien, VP of Marketing for BIC North America. “We are equally excited to have Eric and Annie as our ambassadors as we introduce our most significant razor innovation in nearly 50 years. They are the perfect pair to add a little levity and a lot of humor to our ‘All Shave. No Clog.’ campaign, and its mission to encourage people everywhere to live a life less clogged, starting with their shave.”
[Read more: Gillette Venus builds on just #SayPubic campaign with Princess Nokia]
Andre and Murphy’s humorous spots will spotlight the razor’s reverse blade design and patented anti-clog technology through playful back-and-forth banter, the company said.
“Eric and I had a ton of fun pretending to be nude in the shower to spread the word about BIC EasyRinse!” said Annie Murphy. “With spring cleaning right around the corner, I’m ready to go bonkers and unclog my life. I could start with my kitchen, my bedroom, my bathroom, my living room, or my dining room, but starting small is better, so I’ll start (and let's be honest probably end) with my razor.”
In addition to streaming TV and online video, the campaign will come to life through social media, influencer marketing, PR activations, e-commerce sites and retail displays, and signage.
[Read more: BIC heightens shaving experience with scented Soleil Escape razor]
“I’ve been unclogging and sharing my truth since day one,” noted Eric Andre, “so obviously I was down to use a razor that does the same. I mean, who wouldn’t want to join the unclogging revolution with Annie and me?! It’s about time everybody started living the smooth life.”
BIC EasyRinse for men and women razors are now available for purchase online and at retail stores nationwide.