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11/04/2011
With the new BIC® Flex 3 shaver, YouTube becomes a...

For the launch of its new male shaver BIC® Flex 3, BIC and the agency BUZZMAN are innovating again a viral campaign on YouTube. The BIC® Flex Experience includes a film that transforms into a video game with movement detectors.

 

The story begins on the website http://www.youtube.com/watch?v=FlCVE0OG-tI with an offbeat 90 second film entitled “WTF! Insane human curling,” directed by the American, Keith Schofield, previously honored with the Lion at the Cannes advertising international festival. Freshly shaved with a BIC® Flex 3, a champion of the totally crazy sport human curling glides on his stomach to reach a target marked on the ice.

 

At the end of the film, YouTube becomes an interface for the new generation of video games: your webcam will detect your body’s movements allowing you to become a human curling sweeper. The best performing players can win a stay in an Ice Hotel in Sweden.

 

The campaign is extended on Facebook with a dedicated page http://www.facebook.com/bicflex3 that will have an editorial animation in four languages. It further offers all French fans the possibility of downloading BIC® Flex 3 reduction coupons.

 

Speaking about the campaign, Alexis Vaganay, Marketing Director BIC Europe, added, “This campaign illustrates in a funny and irreverent way the “surprisingly smooth glide” offered by BIC® Flex 3 – a 3 blades shaver with moveable blades, a technology that BIC is making available to everyone.”

 

Launched on 11 April 2011 in France, the campaign will be extended to the rest of Europe at the beginning of May with significant media investment on YouTube and Google.

 

Following the success of “A hunter shoots a bear” in 2010 for the Tipp-Ex® brand, this new campaign is the second collaboration between the BIC Group and the agency BUZZMAN.

 

Download the Press release in PDF format (PDF icon top right).

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09/03/2011
Collecting and recycling writing instruments in France

BIC AND TERRACYCLE ARE LAUNCHING THE FIRST PROGRAM FOR COLLECTING AND RECYCLING WRITING INSTRUMENTS IN FRANCE - This civic gesture also allows money to be raised for non-profits or schools

 

BIC, the world leader in ballpoint pens, is associating itself with TerraCycle, a pioneering upcycling and recycling company, to organize the voluntary collection of writing instruments in the very places where they are used (schools, companies, universities…) in order that they be recycled.

 

    

Sponsored by BIC, this program enables all writing instruments, regardless of whether or not they are BIC® branded, to be recycled into new useful products such as pen holders, wastepaper baskets and watering cans.

In return for this civic gesture, 2 Euro cents per writing instrument collected will be donated to a charity or not for profit chosen by the organization responsible for the collection or, in the case of schools, the money will be donated directly to the school in order to finance a future educational project.

 

Getting involved with the BIC® and TerraCycle® collection and recycling program is simple: a volunteer from each school, university, or company that is interested in launching a campaign should register for free on the website: www.terracycle.fr from which the volunteer will be able to download material for the launch (posters, flyers, prepaid shipping labels…). Then the collection of used writing instruments can begin! The collection is then sent for free to TerraCycle’s warehouse in near Lille, France where the writing instruments are processed to be made into new products.

 

Talking about the partnership, Marie Saglio, General Manager of BIC France stated: “Our writing instruments are known across the world for using a minimum amount of material while still offering high quality with a long writing length (the BIC® Cristal® ballpoint pen weighs only 5.8 grams and writes for at least 2 km). 13 of our core products received the French Official ecolabel NF Environnement, which guarantee responsible consumption. But BIC will not settle for this. As worldwide leader in the ballpoint pen market, it is our responsibility to offer innovative solutions in terms of sorting waste and solutions for our products’ end of life. Today, used writing instruments are not collected by any dedicated recycling waste stream. Thanks to the BIC-TERRACYCLE program, they will now have a second life.

 

“TerraCycle is extremely excited by the opportunity to expand our upcycling programmes in Europe,” said TerraCycle’s European General Manager, Chris Baker. “With the help and support of BIC we can change the way consumers perceive waste and I believe the progressive mindset of consumers in France will ensure our program is well-received and very successful.”

 

Download the Press release in PDF format (PDF icon top right).

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13/10/2010
BIC recycles its shavers… and its advertising

In order to promote its shaver recycling program, BIC is launching a new advertising campaign in France, with the advertising agency Hemisphere droit. The campaign features the soccer player Eric Cantona and “recycles” his famous commercial of 1995.

 

BIC’s commitment to sustainable development

BIC® products have always been designed to offer long-lasting performance while using the minimum amount of raw materials. For example, a BIC® Cristal ballpoint pen writes for more than 2km and only weighs 5.8g and a triple-blade BIC® 3 shaver provides at least 10 days of shaving for a weight of only 9g. However the Group has not settled for these achievements and continues to think of ways to participate in the reduction of environmental impacts, in line with its values of responsibility, innovation and ingenuity.  In this context, the Group created the program “BIC® recycle” in France, a simple way of helping its consumers to collect and recycle their BIC® shavers.

 

The “BIC® Recycle” program

The process is simple: consumers buy their BIC® shavers, use them, order a prepaid recycling envelope on the dedicated website www.bicrecycle.com and send ten used shavers per envelope back to BIC for free. The shavers are then recycled and turned into washing machine parts.

 

Speaking about the program, Marie Saglio, BIC France’s General Manager, stated: “With more than 30% market share (1), BIC is the market leader for one-piece shavers in France. With this program, we want to offer a simple and innovative recycling solution to the millions of consumers who, on a daily basis, put their trust in the excellent value for money offered by our single-, double-, triple- and quadruple-blade shavers.” 

 

The advertising campaign

In order to promote the program “BIC® Recycle”, Hemisphere droit naturally suggested that BIC should recycle the 1995 campaign in which Eric Cantona made his advertising debut. The agency created a script whereby the Eric Cantona of 1995 is confronted by the Eric Cantona of 2010. A real showdown where we see that the once irredeemable Eric Cantona has become responsible!

 

The films, directed by Frank Tapiro (who created the BIC 1995 campaign at Euro RSCG), are in the true spirit of the BIC® brand: simple, popular and off-beat.

 

To launch the campaign, a 5’’ teaser film will be shown on TV from October 13-16, 2010. It will be followed from October 17 through November 7, by a 20’’ TV commercial shown on TF1, Canal + and cable / satellite channels.

 

As of October 13, the website www.bicrecycle.com, also designed by Hemisphere droit, will give Internet users the chance to rediscover the 1995 and 1996 films as well as the 30’’ version of the 2010 TV commercial. As a bonus, they can also watch again and again the hilarious instructions from Eric Cantona, who explains in his own way each step of the “BIC® Recycle” program, from the collection of the shavers to their recycling.

 

Finally, two more teaser films will be shown on the web to create a buzz around this campaign which will give Internet users the opportunity to “recycle” their friends on Facebook!

 

All in all, this will be a rich, innovative and high-impact campaign to launch this important program.

 

Frank Tapiro, president of Hemisphere droit, speaking about the production, explained:  “The producer (On Broadway prod) totally corresponds to the will for “sustainable” film production which is today very fashionable in cinema, particularly in the United States. The goal being to reuse existing images as much as possible and to reedit films with a few new images.”

(1)Source: Nielsen. Volume Market Share. France/ non-refillable shaver market

 

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