Bic launches campaign based on longevity

Bic, the ball-point pen manufacturer, is launching an integrated marketing campaign to communicate the value and quality of its Crystal range.

Bic pens
Bic pens

The campaign seeks to drive engagement with the brand by presenting consumers with a challenge.

The 12-week campaign launches this week and will include press ads featuring in lifestyle magazines including Heat, Now and Closer, outdoor ads, online marketing, in-store promotion, and social media.

The creative uses the strapline “Bic Crystal Takes You Further”. It is based on independent scientific research into the lifetime of ball-point pens which found that Bic Crystal pens write for longer than rival brands.

As part of the campaign Bic is challenging consumers to finish the ink in their Bic Crystal pen, and return it with the packaging and a receipt to win £10 cash back.

The message will be carried via on-pack stickers and point of sale in high street retailers, targeting SME’s, consumers and students.

The campaign has been developed by integrated marketing agency Space.

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