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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here