World Cup: Bic enters the fray once again

The Rugby World Cup, which kicked off last Friday, is an opportunity for many brands to promote their products, counting on the record ratings expected by TV channels during the event. The BIC brand, famous for its pens, lighters and shavers, has re-launched a promotional campaign for its famous shaver, BIC hybrid 5 flex.

A long-standing relationship

Since its creation in 1945, BIC has surrounded itself with the right people to promote its products.

A long-standing relationship

The BIC brand is famous for its special link with the world of sport. It has no hesitation in using the images of celebrities in its communication campaigns. Raymond Poulidor and the Cantonna brothers have represented the brand in the past. Rugby players are not to be outdone. A very popular sport in France, nearly 18 million viewers tuned in for the opening match of the World Cup, pitting France against New Zealand. A phenomenon that is far from new. A godsend for BIC, whose spokesmen back in 2006 included rugby players Bernard Laporte and Dimitri Szarzewski.

On the eve of the World Cup, the arrival of new players at BIC is an opportunity to work on new promotional projects.

New arrivals at BIC

In 2022, a new turning point was reached for BIC, when the famous pen brand chose Montpellier player Arthur Vincent as its brand ambassador. Matthis Lebel and Romain Ntamack, two other rugby players who also became partners, also appeared alongside him in front of the lens for BIC's new advertising campaigns. In the run-up to the World Cup, these promising young players proudly follow in the footsteps of a long line of sportsmen and women, and will now see their faces displayed in a variety of BIC branded signs.

In 2023, when the Rugby World Cup is the sporting event not to be missed, the BIC brand is launching its new, ever more creative promotional campaign to sell its shavers.

A relentless campaign

The BIC hybrid 5 flex shaver, on the market since March 2021, has already been a great success, winning the "Best Product of the Year" award in 2022. It now accounts for a quarter of the Group's market.

Self-mockery is the watchword for BIC advertising

Broadcast for the first time in September 2022, Bic presents its "Simply Relentless" advertising campaign to promote its shaver, with humor and derision. Two video spots are shot, accompanied by the brand's three star rugby players, who tell us about the benefits of the new BIC Hybrid 5 flex shaver.

On a film set on a rugby field, our three protagonists have to face a director, who asks them to promote the razor's qualities. The focus is on the product's performance and refillability.

At a time when BIC is displaying the colors of the World Cup on its pens and advertising posters, the brand wants to relaunch its communication campaign for its shavers.

With the Cup approaching, BIC offers us two new ads

The Rugby World Cup is an opportunity for BIC to return with its "Simply Relentless" campaign. It's an opportunity to present two new commercials, with the same humorous tone that characterized the campaign a year ago.

We find the same actors back on set. Faced with the director, the three rugby players must this time emphasize the precision and gliding comfort of the razor... Or the sport. Not so easy for our men, who do their best to understand the director.

It's a campaign that's causing a stir in this competitive period. Visible on social networks as well as on TV, BIC shows once again that it knows how to adapt to new technologies and the expectations of new generations.

The advertising campaign will be visible until the end of the competition.

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