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Bic Lighters

CHALLENGE

As the category leader, BIC enjoys exceptional levels of unaided awareness - except among consumers 19-24. Our challenge was to develop a brand identity and campaign to connect with Millennial smokers and close the awareness gap.

APPROACH

Millenials are the most social generation on the planet. So our strategy was rooted in using that sociability to create a brand conversation. ¬†Because just as every social circle represents a variety of personality types, each BIC Lighter exemplifies a different personality itself. In marrying those two together, we created an idea built to ‘Spark Something.’

Whether friends, strangers, or even vegetables, ‘Spark Something’ is meant to initiate an exchange and encourage the sociability evident in the occasions where a BIC Lighter would be. Playful, high-energy, and entertaining, the campaign brings a natural levity and authenticity that our typically skeptical consumer identifies with. ‘Spark Something’ is becoming a catalyst for good times everywhere.

Bic Lighters

THE EXPERIENCE

The Spark Something platform fuels everything from advertising to consumer engagement to product design.
The advertising campaign is centered on lighter designs, playfully showing connections between people based on their lighter selections.

THE EXPERIENCE

The Spark Something platform fuels everything from advertising to consumer engagement to product design. The advertising campaign is centered on lighter designs, playfully showing connections between people based on their lighter selections.

Bic Lighters

An engaging social media experience generates lively conversations between the brand and consumers - and even the lighters themselves.

Bic Lighters

To further the relationship, we designed a new line of lighters with Young Millennials in mind. Then we invited them to select their favorite designs to ensure they will spark many conversations to come.

Bic Lighters
Bic Lighters : Results
Bic Lighters : Results