"We know consumers are skeptical about brand messaging, so we are partnering with BuzzFeed to find trends that are hot out there and put ourselves in that conversation without ambushing people with the brand name."
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Suma Nagaraj, brand manager for Schick Xtreme3
http://www.mediapost.com/publications/article/160133/schick-shaves-the-world-an-icon-at-a-time.html
