BIC pokes fun at hipsters in razor campaign

BIC Australia has had enough of the hipster beard so is taking matters into its own hands with ‘The Hipstervention’, a new campaign designed to launch its new line of razors.

As part of the campaign, BIC aims ‘‘to save the world from the hipster beard’’, and has created an extensive ‘Hipsterfication’ promotional package including a series of videos and a Facebook page that has amassed over 20,000 followers in the past month.

BIC has also designed a website dedicated to the eradication of the hipster beard, where 2,000 free ‘Hipstervention’ kits have been made available.

The campaign looks like it’s been a success so far, with BIC’s promotional content reaching more than 2.5 million people.

Hermann Jaaniorg, brand manager for BIC Oceania, feels that the campaign will contemporise the BIC brand.

‘‘The Hipstervention enables us to do so in a tongue-in-cheek fashion, which we hope will resonate well with our target,’’ he said.

Pat Baron, executive creative director of McCann Melbourne, has a slightly different motivation for the launch of the new campaign.

‘‘I used to worry for hipsters, now I feel sorry for them. Ironic beards have taken the face from a generation. BIC is saving a generation one shave at a time.’’

https://www.youtube.com/watch?v=CHyYzp8DZco