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Schick conducts Becoming My Dad campaign

Energizer Personal Care has begun a Canadian campaign for its Schick Hydro line of men's razors called "Becoming My Dad." The campaign posits a male pseudo-medical condition called BMD, the symptoms of which include following the habits of one's father instead of choosing more suitable alternatives. The initiative includes videos in the style of public service announcements, as well as digital advertising, a contest element, social media activities, public relations and a website at <>. The five videos depict men who are displaying various forms of BMD. They will run on properties including Youtube, Vevo and Craveonline. The ads also encourage consumers to enter a contest for a grand prize of $10,000.

"At Schick, we want to challenge the way men look at their shaving habits," said Hector Padilla, senior brand manager at Energizer Personal Care. "The 'Becoming My Dad' campaign was designed to encourage guys to be their own man, to stop and think. Is their shaving routine really right for them, or is it their routine simply because that was what their father did?"

The campaign was developed by Real Interactive of Toronto. In-store materials were developed by 6Degrees. Media planning and buying was handled by MEC. Media relations, public relations and radio sponsorships are being conducted by Paradigm Public Relations. The campaign will run until Oct. 31.

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