Hooray for EUROPE BIC innovating back to school! in Ads
LIGHTER BIC quality and safety
BIC launched a major communication campaign to inform its wholesalers and distributors, as well
as consumers themselves, about the quality and safety of BIC® lighters.
2010 was a year of bold, memorable advertising
SHAVERS A GOOD SHOWING IN EASTERN EUROPE… investments such as the Tipp- Ex® campaign on YouTube
In Europe, BIC won market (“A Hunter shoots a bear”) shares, thanks in particular to a strong back-to-school period.
The limited edition BIC® 4 Colours™ Fashion helped the brand’s positive outcome, as
did BIC’s well-known expertise in ballpoint pens and coloring. 9 out of the top 10 selling pro- ducts over the back-to-school …thanks to new items and general support for the or the 3rd series of the viral period in France were BIC® brand, an example of which is the communication campaigns in France “Les Perles
products*! campaign in Russia. du Bac”.
NORTH AMERICA Outpacing
the competition In 2010, as North America slowly emerged from the recession, BIC increased its market share in stationery thanks in particular to its “More for your Money” positioning and support to new products including the BIC® Triumph® and Easy Glide® ranges.
SHAVERS LIGHTERS: SALES MOMENTUM trusted leadership A strong emphasis on the BIC “More For Your
Money” promotional campaign supported The consumer’s and customer’s continued trust in by the successful launch of new products
BIC’s quality and safety, combined with the launches including the BIC® Flex 4, Hybrid Advance™, of successful new lighter designs, the new BIC® and Soleil® Bella® resulted in BIC being
Flex Wand™ multi-purpose lighter and continued ranked number two in the non-refi llable shaver improvements in distribution, resulted in a strengthened category.
lighter category leadership position.
* Source : GfK, BTS 2010, weeks 26 to 36.