HAC Rugby

Johno signs for BIC!

England Rugby captain launches new BIC triple blade shaver.

England Rugby captain, Martin Johnson, is the new face behind BIC shavers and spearheads an exciting advertising and promotional campaign to launch BIC's brand new triple blade shaver, BIC Comfort 3. The new shaver will be available in-store from July, and features an on-pack promotion to win a holiday to Australia with tickets to the Rugby World Cup Final. Runners up prizes include rugby shirts and rugby balls signed by Martin Johnson.

"Our research shows that people who use a one-piece shaver want a high quality, affordable, triple blade made specifically for sensitive skin," said Marc Pinner, BIC Marketing Director.

The Martin Johnson sponsorship was negotiated by Endacott Marketing, who are responsible for the campaign development.

"Martin Johnson is a huge figurehead in the world of sport and a personality the target audience can aspire to. With England as a favourite to lift this year's Rugby World Cup, this is a great opportunity for BIC to break into what is now firmly established as the second team sport in this country", said Endacott's, Vicki Martinek.

The launch promotion is being supported by point of sale, tailor-made activity, PR, and trade and consumer advertising. Further activity is planned for the second half of this year.