23 June 2011 - One of the most popular French brands in the world joins the world’s third largest sporting event. The 12 million fans who will line the route of the Tour will be delighted to find products in the Publicity Caravan that they know and recognize... and to discover new ones.
Surprises, gifts and special activities at each stage
A major operation has been put in place. An electric vehicle on the finish line, three cars and a flatbed truck with a sound system, all customized with the colors of the brand and its iconic “BIC® boy” will create the event and will present the Back to School operation “Econobic” as well as new products including the 3 and 4 moveable blade shavers: BIC® Flex.
The hostesses of the vehicles will distribute hundreds of thousands of gifts and coupons, both at the start and finish of each stage throughout the race so that everyone can have a souvenir of these special moments.
BIC’s customers will also be able celebrate with a VIP welcome in stage towns.
More information in the press release that you can download in PDF format (PDF icon top right).