Bic.
- marketing
The brief.
Imagine an object everyone knows. One that has crossed generations and been part of our daily lives for over 70 years: the Bic M10. A true essential that has become second nature — in a pencil case, on a desk, tucked behind an ear, or borrowed at the last minute.
With 4.6 million units sold in Belgium in 2025, the challenge was clear: how do you keep such a universal product relevant, desirable, and surprising? How do you drive consideration and in-store purchase, while celebrating its 70th anniversary and introducing the new Pastel range?
Our approach.
Our starting point was simple: put Bic back at the heart of everyday use. Because we’ve all held one. Because we all have a story with it. From school pencil cases to notebooks, to that last-minute train ride where you need to fill in a RailPass — Bic has always been there.
This led to a simple yet powerful idea: Bic, Iconic. Unique like you.
A universal object that transcends styles, generations, and personalities. Methodical, energetic, chaotic, romantic… Bic adapts to everyone. More than a pen, it’s a shared language.
But a strong idea alone isn’t enough. It also needs to perform on the shelf. We developed a 360° communication ecosystem — online and offline — to boost in-store visibility, support the new range, and emotionally reconnect with users.
And this is just the beginning.
So, what about you — are you methodical, energetic, chaotic, or romantic?
