BIC is supporting its Back to School range with an extensive marketing campaign in trade and consumer media.
As part of its 2007 communications plan, BIC is focusing on the unique selling points of its key products with a ‘Which One Are You?’ campaign, a fun way for teens to decide what product is best for their personality.
A series of Back to School competitions will also run in popular teenage magazines and local radio. In addition, an ambassador programme will see products tested by teenage peer groups, which has been designed to engage with the teenage consumer in a quirky manner, and drive demand.
Best selling products such as BIC® Cristal®, Velocity Ball Pen and Tipp-Ex Mini Pocket Mouse have had their barrels transformed to incorporate lively colours and unique designs. The packaging has also been redesigned for the Back to School period to ensure a strong onshelf presence.
For students who prefer a pocket sized pencil case, BIC has introduced the new Mini Kit containing all your BIC essentials in miniature size, designed to be compact yet fun.
Available in a variety of plain or decorated designs, the new BIC® EasyClicTM fountain pen and roller revolutionizes the current market with its unique side opening cartridge system. Changing cartridges is now quick and easy, making EasyClic the ideal pen partner for teens.
BIC has also extended its presence in the ball pen category by introducing a number of value added products. The most popular addition is the BIC® BriefingTM pen which allows users to switch between a ball point and highlighter pen, perfect for taking notes in class.
To accessorise, BIC has launched a new range of shatterproof transparent rulers, protractor and set squares, the essentials for any students pencil case.
Emma Lawley, Marketing Manager at BIC says: “The new additions to our Back to School range have been specifically designed in bright colours and trendy designs to appeal to the teenage market.
“While BIC is renowned for reliable, affordable products, the 2007 Back to School range clearly demonstrates that we also have innovation and fun in mind when designing new products.” Further information on BIC’s range of products can be found on:
