Bic Champenships

Background

The best thing about Bic 4 Colour Pens was they lasted a really long time. The problem for Bic sales was... the pens lasted a really long time. So rather than run an advertising campaign selling a benefit that was ultimately a business problem, the challenge was to run a campaign to get existing owners to use their Bic 4 Colours Pens more, so that their pens would run out and they would have to buy new ones.