Schick Quattro wins NASCAR berth

Schick Quattro is packing adventure into interactivity with Ride the Razor, part of the razor manfacturer's sponsorship of the Canadian NASCAR series in Montreal this weekend.

Schick Canada is sponsoring the NASCAR Nationwide Series as it rips through the streets of Montreal this weekend. The sponsorship agreement, signed this week with the Canadian NASCAR series, makes the brand an official partner of the Napa Auto Parts 200 presented by Dodge, running Aug. 29 to 30. ‘The NASCAR Nationwide Series in Montreal helps us reach the Quebec market that’s highly involved with motor sports,’ Schick Canada brand manager Joshua Gardner tells MiC. ‘This is the only Nationwide race in Quebec so we expect to see a lot of fans leading up to and on race day.’

As part of the agreement, Schick Canada is also title sponsoring Canada’s youngest NASCAR champion, 21-year-old hotshot driver J.R. Fitzpatrick, who will be competing over the race weekend (and having his racing suits clad with the Schick logo). Schick is also Fitzpatrick’s title sponsor in the Edmonton and Montreal Canadian Tire NASCAR Series and major sponsor at the Montreal NASCAR Nationwide series races.

The brand will be visible at NASCAR via branded track signage, a full-page colour ad in the program guide and TV spots purchased for race day, all handled by MediaEdge and 6 Degrees. As part of a series of pre-race and race-week sampling, contesting and consumer activities, race fans can also hit Schick Quattro booths where esthetician teams are on site to advise on the facial hair style best suited to them. They can try out the suggestions by uploading pics with the Schick Quattro razor cam, also available onsite at the race. 

One of the most interactive elements of the sponsorship is a giant 6 x 6 foot Schick Razor ride at the race, one that flexes and pivots – much like the Schick Quattro Razor itself. ‘Ride the Razor has great stopping power with consumers, especially those in our target market (18 to 34),’ Gardner tells MiC. ‘It does a great job of capturing and holding the attention of our audience, providing our brand ambassadors an ideal opportunity to engage them with relevant product information.’

‘Generating trial and awareness is a big objective for us, and the presence at NASCAR through sponsorship and activation helps us get in touch with a unique demographic and helps us share information about Schick products,’ adds Gardner. Toronto-HQ’d BOOM! Marketing is activating the sponsorship. Paradigm Public Relations is handling media relations.