Schick to Unleash New Superhero on Comic-Con: Robot Razor
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The marketing world, and Comic-Con, have a new walkabout brand icon and superhero the Schick Hydro Robot Razor. His super powers include handing out tote bags and holding your place in line while you take a bathroom break.
While Comic-Con may seem iirritating to many, as an antidote of sorts Schick has turned the Robot Razor from its Super Bowl ad into a 7-foot-tall character who will stroll the giant comic book/sci-fi festival July 21-24 in San Diego
The effort, led by JWT, New York, with help from Edelman on PR, begins with a social-media campaign July 7. The brand is asking guys to tweet some of life’s funniest irritations with the #HydroHero hasthtag to the @SchickHydro account for a chance to win a trip to San Diego with a friend for Comic-Con — and to meet “Star Trek” star Zachary Quinto.
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