After a strong return to the Publicity Caravan in 2011, BIC is back in 2012 as the OFFICIAL SUPPORTER of the 99th Tour de France.
For the first time BIC® is the official pen, lighter, and shaver of the Tour de France. From 30th June to 22nd July 2012, with a crowd of 12 million Tour de France spectators, BIC will have a series of activities and events during the most prestigious cycling event in the world. These will consist of:
- An electric vehicle and the BIC® mascot at the finish line,
- Four cars and a flatbed truck with a sound system, customized with the colors of the brand and presenting new BIC® products,
- Distribution of more than 400 000 goodies all along the course as well as flyers, inviting people to discover the back-to-school “ECONOBIC” plan which has been put in place in shops,
- Distribution of pens to the public in the starting village, especially around the riders’ signature podium.
BIC is extending this partnership to stores (supermarkets and trade stores) by awarding BIC themed gifts between 1st May and 31st July (BIC/Tour de France mountain bikes, vintage jerseys from the former BIC cycling team, and Tour de France backpacks).
Two symbols of French heritage united
A popular and friendly gathering par excellence, the Tour de France shares values that the BIC® brand has offered to its consumers for over 60 years. This mutual commitment has lasted a long time. Since its creation in the 50s, the French brand has travelled the roads of France at the heart of the Publicity Caravan. From 1967 to 1974, it was also involved in the race with its own team of professional road cyclists; its iconic riders Jacques Anquetil, Lucien Aimar, Luis Ocana, Jan Janssen, etc., all showcased their talent during such prestigious races as the Tour de France, the Vuelta a España, and the Giro d’Italia .
The BIC® Evolution™ pencil celebrates its birthday on the Tour
On Tuesday 3rd July 2012, the Publicity Caravan and riders still in the competition will travel the 197km between Orchies and Boulogne-sur-Mer. They will pass the BIC factory in the village of Samer (62) where millions of BIC® Evolution™ graphite and coloring pencils are made every day. This is the perfect opportunity to celebrate the 20th birthday of this iconic pencil, which is made with over 50% recycled materials.