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Bic Champenships

Bic

Issue 43 | June 2017

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.

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