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Schick Intuition Goes “On the Road” with Cassadee Pope, Grammy-Nominated Winner of “The Voice” in New Summer Campaign

Written by Colleen Sherry and Terri Wills

Schick Intuition is heading out on tour this summer with singer/songwriter Cassadee Pope in a breakthrough new campaign. The brand is thrilled to be partnering with this Grammy Award-nominated artist and past winner of “The Voice” to sponsor her 14-city summer tour and create original branded content featuring her new song “Eye Contact”. Intuition is excited to bring Pope’s upbeat personality and authentic affinity for the Intuition Base razor to consumers across the country.

Cassadee Pope, known for her powerful voice and dynamic performances, has an impressive career as a singer-songwriter. Formerly the lead singer of Hey Monday, she gained national attention as the first female winner of NBC's "The Voice" and went on to earn a Grammy nomination. She’s set to release her new album, 'Hereditary,' on July 12th, coinciding with the launch of the tour. 

 

Schick Intuition’s presence on this exciting tour is designed to inspire, inform and drive awareness with new Schick Intuition users, while making a memorable connection with them both virtually and in real life. From inception, the brand worked with agency partners to leverage a proprietary data engine to match the right talent to Schick Intuition’s busy solution-seeker audience. The brand looked for the perfect partner to embody Schick Intuition’s message of a clever, savvy solution for their personal skin care routine, whether they are on the road or at home. Once Cassadee came on board, the team knew they were on the right track.

The Schick Intuition Media, Marketing and Creative teams then worked with Cassadee and their agency partners to produce thirteen pieces of original video content featuring Pope as she reflects on her life as a musician, how she got her start in music, the importance of friends, family and self-care, and why the brand helps her feel good and look her best when she is out on the road.

These videos, featuring Schick Intuition’s Advanced Moisture and Sensitive Care razors, will deliver over 24 million impressions through custom storytelling content across Youtube, Facebook, Instagram and TikTok, including promotion through Cassadee’s own social media channels. The media will drive to key retailers Walmart and Target during its run -- a key element of the campaign that will engage as many people, fans and consumers as possible and allowing them to click through and shop the for the Schick Intuition products featured in the content.

While keeping the consumer in mind and where they spend their time, the Schick Intuition team is also engaging with social media influencers who will be attending shows. By documenting their entire experience and sharing their excitement with their followers, the brand influencers will be embodying Edgewell’s ethos to make useful things joyful.

The campaign will include 14 tour stops across the US in July, where fans will have a chance to engage with the Schick Intuition brand via QR code at the concert venues to win free artist merch and Schick Intuition product, as well as the ability to opt in for follow up offers from the brand.

This activation has truly been an "Own It Together" moment. So many teams contributed to bring this activation to life, including Brand Activation, Brand Strategy, Social, Creative, Direct-to-Consumer and Promo teams. It couldn’t have been achieved without everyone’s expertise and passion. This activation even transcended the Shave business unit with every Edgewell brand contributing a sample product for the swag bag, to joyfully welcome Cassadee to the Edgewell family- truly a business-wide collaboration.    

We can’t wait to see this come to life and share it with all of you. To find out more about the tour, follow @schickintuition on Facebook, Instagram and Tik Tok.