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Schick breaks Early Birds or Night Owls campaign

Edgewell Personal Care has begun a new campaign called "Early Birds or Night Owls" in support of its Schick Hydro line of men's razors. The campaign includes an interactive video, a quiz, a contest, a campaign website, digital advertising, social media activities, experiential marketing and public relations. The creative invites men to determine whether they are early birds who enjoy mornings, or night owls who do not.

Visitors to the website at <> can take the quiz and enter a contest to win one of two $5,000 vacation packages. The online components of the campaign were developed by Real Interactive.

Advertising will consists of online banners on RDS and mobile sites including YouTube and The Score. Branded content will run on AOL, Buzzfeed and Defy Media, while branded music playlists will run on Spotify. This media work is being handled by MEC.

The experiential element of the campaign will make use of a branded coffee truck that will visit Toronto, Calgary Montreal and Vancouver between May and July. The truck will distribute free coffee and samples of Schick Hydro 5 razors. This component is being conducted by Boom Marketing.

Paradigm Public Relations is handling PR and media relations for the campaign, including radio sponsorships in Toronto, Calgary, Montreal and Vancouver from May to August.

"Does the early bird really catch the worm?" said Amanda Rabbito, brand manager at Edgewell Personal Care. "Does early to bed and early to rise make you healthy, wealthy and wise, or just boring? With our campaign we help tackle these tough questions while helping Canadian men own the morning whether they rise and shine or wear out the snooze button. Our research does show that either way, a good shave and warm shower make the morning a little less irritating."

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