Paris, France, 27-AUG-2024 - BIC, a global leader stationery products, lighters and razors, is proud to announce the launch of its new "Write More, Buy Less" campaign. This campaign meets the main consumer expectation in terms of sustainability, by highlighting the exceptional durability of its emblematic products, always at an affordable price. 

A study conducted by BIC* this year found that consumers' number one criterion for sustainability is the long lifespan of products. With this in mind, BIC has decided to highlight the sustainability of its BIC® Cristal® and BIC® 4 Color® pens through an innovative, engaging and committed campaign. 

The sustainability of BIC products at the heart of the campaign 

The "Write More, Buy Less" campaign highlights the remarkable longevity of BIC products. The BIC® Cristal® pen, an iconic product of the brand since its creation 75 years ago, writes an average of 3.7 kilometers. The famous 4 Color® BIC®, on the other hand, can write an average of 6.7 kilometers*1. This outstanding performance is a testament to BIC's commitment to offering products at the best value for money. BIC's brand DNA based on quality, sustainability and accessibility makes it a must-have brand when shopping for stationery.  

For this campaign created by the Hungry and Foolish agency, BIC collaborated with renowned London-based artist Marija Tiurina, whose illustrations perfectly capture the breadth of writing that BIC products allow. This artistic collaboration aims to inspire consumers to fully appreciate and use every BIC product. 

Henri Nicolau, Managing Director of BIC France and Benelux, says: "At BIC, we are proud of our unwavering commitment to the quality and sustainability of our products. Our new 'Write more, buy less' campaign reflects our commitment to meeting the expectations of our consumers who are looking for reliable products that remain affordable. We manage to offer a particularly valuable value for money for our consumers, and we do so with products made in France!" 

Deployed in out-of-home and digital out-of-home (DOOH) from August 19 in France, Belgium and Luxembourg, this campaign supports consumers in a more responsible return to school at the peak of school supply purchases.  

Did You Know?

After almost 75 years of existence, the iconic BIC® Cristal® remains the best-selling ballpoint pen in the world.  

Our pen has been the subject of several optimizations, all invisible to consumers, to lighten the body of the pen without it losing quality! 

In 1950, the body of the pen weighed 4.4 g, while today it weighs 3.1 g, for the same quality. 

He writes an average of 3.7km (or + 6km for our BIC® 4 Colors ®), and our two iconic pens Crystal and 4 Colors® are rechargeable!