Bic Flex4 Razors Teams With Tough Mudder
Bic Flex4 Razors has become an official sponsor for the Tough Mudder endurance series, bringing its “Bic 4Good” and “Real Guy Challenge” campaigns to 20 2012 U.S. event locations.
Beginning this year, Bic Flex4 will take over the current “Mullet and Mohawk” tents, rebranding them with the Bic 4 Good campaign. For every Tough Mudder participant who gets a shaved head, mullet or mohawk, a $4 credit will be made toward the $100,000 that Shelton, Conn.-based Bic USA Inc. is donating to Wounded Warrior Project (WWP), a national, nonpartisan Jacksonville, Fla.-based organization formed to honor and empower injured servicemen and -women. To date, Tough Mudder has raised more than $2,500,000 to support WWP programs.
“The Bic 4 Good head shave will be a terrific activation that will help benefit the Wounded Warrior Project,” noted Dan Weinberg, director, strategic partnerships for Brooklyn, N.Y.-based Tough Mudder Events LLC, which offers British Special Forces-designed endurance challenges that consist of unique 10-to-12-mile trail runs over rugged terrain including steep inclines, water hazards and 18 to 25 military-style obstacles.
Additionally, Bic Flex4 Razors will create an interactive user experience for participants at the brand- new “Real Guy Challenge Tent,” which will enable visitors to warm up or cool down before and after challenges with pushups, situps and other contests that will keep everybody pumped throughout the day’s events. Bic Flex4 Razors will also feature Tough Mudder’s popular social media program.
“These events are a perfect venue to introduce the Bic Flex4 razors to the event’s participants, while simultaneously lending Bic’s support to the Wounded Warrior Project through the company’s Bic 4 Good program,” said Mary-Ellen Lacasse, director of marketing at Bic Consumer Products USA.