Last summer from July 2 to 24, BIC joined the Tour de France Publicity Caravan and criss-crossed the country. Back and better than ever as part of the world’s
third largest sporting event!
1952, 1953, 1955 BIC participated in the Tour de France caravan.
1967 - 1974 BIC took part in the race with its own professional cycling team that included racers such as Jacques Anquetil, Lucien Aimar, Jan Janssen and Luis Ocana, winner of the Tour in 1973.
1996 BIC is again part of the publicity caravan.
2011 We’re back
2012 And we’ll keep coming back!
On the road with the Tour...
Nostal’BIC the Bic caravan, a history that goes way back...
Here comes the caravan!
12 million spectators 250,000 BIC free items given out.
40 people to lead the campaign
Bic BAck On tHE rOAD WitH tHE tOur BIC put in place a major operation to meet the public – three cars and a flat‑bed truck with a sound system, custom‑painted with the brand’s colors and the iconic “BIC® boy.” An electric vehicle was also positioned at the finish line. “Thanks to everything we put in place, we were able to communicate about the EconoBIC back-to-school operation and our new products, like the BIC® Flex 3- or 4-moveable blade shavers,” says Marie Saglio, BIC France Manager. Hundreds of thousands of free items and coupons were handed out all along the course. “The Tour de France caravan gave us a chance to get closer to our consumers.”
The BIC® brand is a favorite for many of the Tour de France spectators. BIC® products have been present throughout their lives and participate in the development of their children,” Marie Saglio explains. And here’s a piece of good news – BIC will again be part of the caravan in 2012!