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


The aim of this paper is to demonstrate the value of understanding your target audience...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands