FMCGIntegrated Brand Campaign
Because I Can
Client · BIC Shavers (Flex)
The Story
A bold, lifestyle-led campaign positioning BIC Flex razors as the everyday confidence booster for the modern man — built around the rallying line 'Why Flex? Because I Can.'
Objective
Reframe BIC Flex from a value razor to an aspirational grooming choice, and grow share in the premium 3-blade and 5-blade segments.
Approach
- Audience deep-dive into 18–35 male grooming behavior across PH urban centers.
- Hero key visual built on four moments of confidence: work, sport, social, intimacy.
- AI-assisted creative variants for each moment, optimized per platform.
- Performance buys across Meta, TikTok, YouTube Shorts + retail point-of-sale.
More work
