Bic Corporation: Flick Your Bic campaign

Judson Knight

Socit BIC S.A., founded in France in 1953, revolutionized the ballpoint pen industry when it introduced its highly successful disposable product to the United States in 1959.

Bic Corporation: Flick Your Bic campaign

Judson Knight

Overview

Socit BIC S.A., founded in France in 1953, revolutionized the ballpoint pen industry when it introduced its highly successful disposable product to the United States in 1959. The company eventually gained a 60 percent share of worldwide sales in ballpoint pens, thanks in large part to its American subsidiary, BIC Corporation, which led the charge against its leading competitor, the Gillette Company, also an American corporation.

From the 1950s onward, BIC and Gillette did battle in a series of arenas. The first encounter was in the ballpoint market, where BIC challenged...

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