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 +
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