The 2009 Jay Chiat Awards for Strategic Excellence Winners

Campaign for a New Brand—Silver:
JWT, New York
"Making a Private Buzz Public"

It's why Oprah says "vajayjay" instead of vagina.

When it comes to bikini maintenance, women speak in code, ranging from polite and vague to irreverent and humorous. This was our discovery, and the cultural truth Planning would propagate to give both Schick and women permission to openly discuss a new razor, one that also trimmed the hair "down there."

When it comes To "down there," mum's the word.

Bikini maintenance for women is like Fight Club for men: the first rule is you don't talk about it. It is an unspoken cultural code. However, if people wouldn't talk openly, we'd have a hard time competing against Gillette's massive media voice. Gillette consistently outspends Schick 3-to-1.

When Planning cracked this code of silence, we gave women license to talk, blog and literally sing the praises of the Schick Quattro TrimStyle. This additional conversation amplified Schick's modest launch budgets and catapulted Schick's new brand to sales leadership in just three months.

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