Advertising saga

BIC and advertising in 2010? Eric Cantona was back, more environmentally responsible this time around, a hilarious Tipp-Ex® concept went viral on YouTube, and the slogan “BIC gives you more for your money”

was heard round the world. An analysis.

“Throughout 2010, we have invested the brand ambassador for the past 2 The Web: a dynamic in our brand, particularly with the years,” says Edgar Hernandez, head medium for BIC idea of ensuring future growth,” says of developing countries operations. Mario Guevara. In Brazil, where the And all of it has the same side‑splitting Tipp-Ex® on YouTube, the 3rd stationery market is up‑and‑coming, the humor found in the interactive Tipp‑ season of the French “Perles du BICool campaign is mainly targeted at Ex® campaign that went viral on Bac” on Dailymotion, Facebook teenagers. In Russia, the BIC® 3 shaver YouTube (see the Buzz page). and YouTube, the special has ads in subways and on the street. In France, the BIC 2010 ad featured the SIMPLE, TO THE POINT AND… Shave the Traders website.

return of Eric Cantona. Fifteen years CHEEKY BIC is making a buzz on the web. after his first ad for BIC, the company In 1952 the famous poster designer Have a look. sought him out once again to promote Raymond Savignac developed BIC’s “Ready to use mobile, seeking easy, no‑ the “BIC® Recycle” operation. With a nod fi rst advertising campaign and nearly strings‑attached relationship”; and its to sustainable development, Cantona ten years later drew the brand’s little just as likely to be activist like the “BIC 2010 looks at his younger self and says boy. “The defining characteristic of 4 Good” encouraging shaving your “I think what’s really sensitive is the BIC’s communication is its ability head to benefi t a charity. The Group planet. As for myself, I’m responsible.” to stand out with a simple message, also works on making campaigns that Raymond Poulidor, McEnroe and but one that makes sense,” explains use the brand’s basic values (quality, others, BIC has had its share of Billy Salha, head of operations in performance and the right price) like experience with VIPs. “In South Europe. It’s simple, to the point and the “BIC gives you more” idea. BIC, Africa, Tendai Mtawarira, the rugby sometimes… cheeky, like the BIC® always going the extra mile for their player known as “the Beast” has been phone campaign in France, touting a consumers.

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