Bic - Failsafe

The pen category is highly competitive, price sensitive, focused heavily on national accounts sales and hence, more often than not, driven by price promotions.
Agency: SMARTAuthor: Ashley Farr

Bic – Failsafe

Finalist – Campaign for Established Product Brands

Agency: SMARTClient: Bic CorporationProduct: Bic Pens

SYNOPSIS

The aim of this paper is to demonstrate the value of understanding your target audience and finding ways of engaging them, even during periods that traditionally would be deemed a no-go time; exams. In a category that, in the high tech world we live in, is pretty hard to create new news in or any consumer excitement, that is, the humble pen.

This was not a brief met with any groans. Indeed far from...

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