BIC
BIC STATIONERY
Agency task
Drive choice for a brand with high brand awareness but low brand loyalty over a highly competitive and cluttered period
Key insight
Millennial moms value brands whose values they share price and quality parity are key drivers of choice without alternative reasons for shoppers
Concept
We made it a matter of the heart and together we set out to make a difference…and drive loyalty with moms
Result
- Achieved highest seasonal campaign growth to date, over a highly cluttered
in-store period - Global BIC best practice
- strength to strength for 9 years +
