With over 100 billion sold worldwide, The Bic Cristal ball pen is ubiquitous – a true icon. But after years of product innovation and line extensions, it had become confused, inconsistent and cluttered. Sales were static as a result.
The brand needed to go back to its roots, declutter and get its mojo back.
By conducting rigorous store checks, consumer research, we realised how difficult it was to navigate the category fixture and find the right Bic Cristal - we found multiple claims, designs and formats, all merchandised within an eclectic range of retailers - haphazard to say the least. We quickly realised that simplicity, clarity and heritage were key.
Our insights led to a re-brand, re-positioning and a packaging re-design, which has now been rolled out across most of the globe. The new look and positioning, which captures the consistency and longevity of the writing experience, makes the product and its place in the overall Cristal family clear in nano seconds! Much to the surprise of the team at Bic, we even managed to get more out of the iconic Raymond Savignac designed Bic boy – all with the blessing of the family.
The results are simply phenomenal. With no other brand support, sales have increased dramatically - 17% in the UK, 14% in Europe and almost 20% in Asia & Africa.
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