Schick tries an unusual approach to branded content

06/12/2012 | New York Times (tiered subscription model), The

Schick's Hydro razor brand is taking an uncharted route in branded entertainment content by sponsoring a reality TV series that does not feature nor mention the razor. The series, called "Clean Break," will star three young men who go to Hawaii to learn to surf and skydive and get a break from their everyday routines, a message that Schick Hydro says resonates with its efforts to persuade men to try its razor instead of the Gillette razors many have used for years.

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New York Times (tiered subscription model), The

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