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
During the 2010 edition of the “Labrador(1)-Sciences Po(2) Transparency Classification,” and out of the 120 largest French listed companies, BIC won first prize for Business Sector Transparency (the most transparent consumer goods company for its financial information) and was awarded first prize for the General Transparency Category.
The objective of this « Grand Prix » is to enhance Regulated Information Best practices and to assess listed companies’ efforts in the financial transparency field on an annual basis.
An independent Scientific Transparency Committee including representatives of the regulated information field in France (Financial Market Authority, French Society of Financial Analysts, French Asset Management Association, French Institute of Directors, Association for the Promotion of Individual Shareholders, Minority Shareholder Association, NYSE Euronext) reviewed 70 ranking criteria aimed at gauging the transparency of sources of information
- The reference document
- The Half-Yearly Financial Report
- Quarterly information
- Web site
(1) Labrador: consulting agency in Financial Communication and Publishing
(2) Sciences Po: university specializing in humanities and social sciences...
BIC has been classed in first position for the performance of its corporate governing bodies (Board of Directors, Audit Committee, Compensation & Nomination Committee) in awards granted by the French Economic and Financial Magazine, Agefi.
The “Corporate Governance Awards” have been attributed annually since 2004 to French companies that distinguish themselves by the quality of their relations with shareholders and investors. One of the objectives of the awards is to encourage the creation of rules for good practice in corporate governance. Companies are nominated on the basis of the results of a survey completed by financial professionals which are then reviewed by a steering committee composed of financial professionals and governance specialists including members of the French Asset Management Association, the French Society of Financial Analysts and minority shareholder associations.
BIC has received two previous nominations (in 2008 for “Governance Dynamics” and in 2009 for “Social Responsibility”) and was this year rewarded for the “Performance of Governing Bodies” and classed second for “Governance Dynamics”. Among the reasons cited for this award was the separation of powers between the Chairman of the Board and the CEO....
Since its launch on YouTube one week ago, the interactive Tipp-Ex® video is revolutionizing the world of advertisement. Just imagine:
-- In less than 5 days, the campaign teaser has been seen more that 4 million in over 200 countries!
-- The campaign has been published by hundreds of blogs, shared more than 120 000 times via Facebook and twitted more than 10 000 times!
-- The campaign has appeared on television, the radio and in press articles (on and off line) where it is described as an “innovation showing Youtube’s future”.
-- Each Internet user:
- Spends, on average, 6 minutes viewing the campaign, whereas the usual average time spent is 2 minutes.
- Makes more than 15 key-word requests during a visit.
- Views more than 19 pages on average.
Tipp-Ex® is a brand of the BIC Group and is the European leader in correction products. The agency BUZZMAN developed this viral campaign available on Youtube http://www.youtube.com/watch?v=4ba1BqJ4S2M.
An Italian version will be available as of the 10th of September.
<<<As of today, already 45 million fans have viewed the Tipp-Ex® campaign!>>>
December 2010 at the Cristal Festival: Buzzman agency has won the Grand Cristal of the Festival for the campaign, "A hunter shoots a bear"....
Tipp-Ex®, leader of the European Correction Products market and a brand of the BIC Group, has launched a highly original, interactive campaign on YouTube which is as funny as it is surprising.
For the viral communication, the French agency Buzzman has created a series of face to face encounters between a bear and a hunter, offering the viewers the opportunity to choose the ending they would like to see by changing the title of the video directly on YouTube thanks to the Tipp-Ex® Mini Pocket Mouse Correction tape!
More than 40 different hilarious endings can thus be discovered. The campaign is logically signed: “Tipp-Ex®, White and rewrite”.
The videos were launched on YouTube UK on September 2nd and will be launched on YouTube Italy on September 10th....
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As of April 2010, BIC® shaver users will be able to recycle their shavers by sending them back to BIC!
The process is simple: consumers buy their BIC® shavers, use them, order a prepaid envelope on a dedicated website www.bicrecycle.com and send their used shavers back to BIC for free. The BIC Group will have them recycled and turned into washing machine parts! A real commitment to responsible consumption.
Speaking about the operation, Marie Saglio, BIC France’s General Director, stated “BIC has always promoted long-lasting products- about 10 shaving days per shaver- and the use of a minimum amount of raw materials for both products and packaging. With this recycling operation launched in France, BIC goes further and confirms its will to commit to innovative environmental solutions”.
A precursor in the area, the Group, which manufactures all its shavers in its own plants located in France, Greece and Brazil, implemented in 2004 a sustainable development program in order to reduce its environmental impacts and strengthen its social commitment through quantified objectives. In 2009, BIC also launched the 3-Blade shaver BIC® EcolutionsTM, the first shaver made from bioplastic, a form of plastic derived from renewable biomass sources.
Beyond the environmental perspective, this recycling initiative offered by BIC will take an economic and social dimension through the mobilization of reinsertion centers for disabled workers as well as a small French company specialized in recycling.
Shaver collection and recycling will start in France in April 2010.
The launch of the operation will be accompanied by in-store communication and relayed on a dedicated website www.bicrecycle.com in order to raise public awareness on the collection and recycling....
J1 Lighter features in “Shaping Modernity” Exposition at MOMA
The BIC® J1 lighter is currently on view in the exhibition "Shaping Modernity : Design 1880-1980" in the Philipp Johnson Architecture and Design Gallery of The Museum of Modern Art of New York (MOMA).
This is a great honor for BIC Lighter and recognition of its distinctive form.
Note: Since February 2005 the BIC J1 Lighter has featured in the MOMA Department of Architecture and Design. The BIC® Cristal® pen is also part of the MOMA permanent collection.