BIC wanted to break Stabilo’s lead in the fineliner market by launching its own range of colouring felt tips. With the target market of students in mind, we needed something that would really excite the senses.
We created six different concept areas and a host of sub-brand names including identities and barrel designs. Following online quant research, there was a clear winner... Bic Intensity.
Even though the brand was launched with just a few SKUs, its huge success across Europe has meant the range is now being extended across global markets.