Tweet Your Irritation, Edge Might Give You Relief

Positioning its product as “the original anti-irritation agent,” Edge is inviting people to tweet about what’s irritating them using the hashtag #soirritating for the chance to get some relief. This is one element of a campaign that crosses platforms to tie the brand’s irritation relief to more than just men’s morning shaves.

Describing its efforts as, “designed to stamp out irritation, one tweet at a time,” Edge’s Irritation Solutions Team monitors the hashtag for annoyed tweeters and then offers prizes, gift cards or other items that might lend a little relief.