LIGHTING UP A MARKET
BIC has been the world's largest manufacturer of lighters and stationery since 1973.
By extensive market research and leveraged it to develop BIC’s new position
reframing the lighter as a fashion accessory.
We designed new product lines and have continued to assist in the brand’s online expansion.
Quantitative Research
To better understand users' perceptions about France, lighter usage, and other related topics, we arranged a series of digital quantitative research surveys among selected target audiences in China, Japan, and Korea.
The results ensured an insights-based communication strategy, brand personification and product design.
Packaging
This limited series of Bic lighters with the theme of Jungle Party quickly became the best selling products on the e-commerce channels. We selected bright, lively colors to create a fashionable, young style and “insta-perfect” shots.
Photo Shooting
Consistent with the re-positioning of Bic’s new market, the photo shooting used big sections of bright colors with the minimalistic style to create a high contrast visual. Positioning Bic lighter not as a ‘tool’, but a accessory that is cool to the users.
B2B
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E-COMM
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SOCIAL ADs
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B2B • E-COMM • SOCIAL ADs •
B2B Video Ads
In line with the new positioning, we applied the concepts to the product photo shooting. We selected bright, lively colors to create a fashionable, young style and “insta-perfect” shots.
SOCIAL MEDIA MANAGEMENT
We created a private mini-program for BIC to engage further with shop owner and participate in campaign promotion.
