AD CAMPAIGN AIMED AT ALL THE SINGLE LADIES, ALL THE SINGLE LADIES
Or, to paraphrase the Go-Gos, “Shave-Cation All I Ever Wanted…” Not.
Look, we all want to have nice, smooth legs. And it’s great that the Schick Quattro “For Women” has four whole blades that shave even closer than those old-school three-bladers of yore. But I’m just not going to get that excited over the fact that I just might be able to skip a day of shaving. Who came up with this ad campaign, Don Draper?
I suppose this ad would work well for single women who may be trolling the beach every day in search of Mr. Right (outmoded thinking). That’s a narrow segment, and I am guessing Schick was aiming more at the modern woman who wants to be neatly groomed just for herself – a much larger audience, but one that is probably ok with skipping a day (or even two!) of shaving.
I do give the ads credit for their fun retro style (which literally illustrates the 1960s thinking behind it), as well as the catchy line “Shave-Cation.”