Cramer-Krasselt Wins BIC’s Soleil Women’s Razor Account

By Erik Oster 

Less than a year after launching the BIC Flex 5 men’s razor, Cramer-Krasselt Chicago has picked up another piece of the BIC business.

BIC appointed the agency to lead its Soleil women’s razor account without a review. According to a statement, BIC made the decision based on Cramer-Krasselt’s media strategy and measurement approach as well as its digital focus and content amplification. Cramer-Krasselt will handle digital advertising, media planning and buying, and social media responsibilities for the brand. New work is expected from the agency this spring. The appointment follows the agency picking up Constellation brands’ Pacifico Beer and Casa Noble Tequila accounts last summer, also without a review. 

“We want Soleil to connect with Millennial women like the Flex 5 did with Millennial men,” said Mary-Ellen Lacasse, director, shaver marketing at BIC. “C-K’s work on the Flex5 last year showed us that they are successfully able to integrate creative and media planning in this new digital world.  They can connect a great idea to executions that meet our business goals. We look forward to expanding our partnership with them!”


“Last year we had a lot of fun and were very effective in bringing our insights on the BIC Flex5 to life,’ added Cramer-Krasselt president and COO Karen Seamen. “We connected a historic brand with its audience in a new way, making a relevant and emotional connection. Getting to do that again, just a year later, for Soleil is an exciting opportunity.”