THE COLORS OF SUCCESS The Brazil launch of the BIC® EvolutionTM
coloring range was supported by the 360° campaign focused on the product performance. The operation included television spots, a partnership with the Discovery Kids program Mundi, inserts in the press and
operations in points of sale. Thanks in part to this launch, BIC® became the largest* brand in supermarkets for writing instruments. *Source: ABRAS Associacao Brasileira de Supermercados.
EDUCATION FOR ALL As a partner in education access, BIC Brazil developed an education platform
based on the concept That s how we educate. A series of awareness raising actions was led among audiences about reading, spelling and other skills. Thanks to cooperation with a Brazilian television journalism star, more than 53 million people saw the campaign, and the BIC® brand enjoyed two hours of exposure on one of the country s most popular television shows. The initiative improved recognition of BIC® as a socially responsible brand as well as the positive feeling that Brazilian consumers have towards the brand.
BABY FACE GUARANTEED WITH BIC® COMFORT 3 A successful campaign in Mexico
for BIC® Comfort 3 with the slogan With a BIC® shave, you ve got it made! The light-hearted, funny television spots show a young man who comes out on top of every funny or dangerous situation and puts his best face forward to grateful women. The campaign, included spots in the press and at points of sale, effective in reaching young people and helping to boost sales.
BIC® 2 COLOURS™ AND BIC® 4 COLOURS™ ON THE RISE IN ASIA Sales generated by the BIC® 2 Colours™ and 4 Colours™ are taking off in the Asian market. 2012 was a great year for the range, particurlarly with BIC Japan due to an innovative program that has been rolled out for the entire region. With the range including 19 items and attractive on-pack promotions (4 Colours™ Charmy), BIC Asia has stepped up its visibility and increased the shelf space for the products. The strategy has proven itself with a strong rise in annual sales.
A WINNING DUAL STRATEGY FOR LIGHTERS IN ASIA In 2012, BIC s goal in Asia has been to develop its lighters visibility in small shops and make them stand out from the competition with special designs created especially for Asian consumers. Distribution has been improved and many BIC® displays were used in the region. A complementary approach that has proven very effective!
OPENING OF THE FIRST BIC® BRAND FLAGSHIP STORE IN SHANGHAI
Present in the Chinese market since 2008,
BIC opened its first brand store in 2012 in Shanghai. In the Xinhuzhong district, one of the largest wholesale stationery districts in the country, the shop is dedicated to developing brand recognition and introducing Chinese distributors to the Company s products. The layout means BIC distributors can buy wholesale while allowing them test and compare products like in a traditional shop.