When you think of everyday ballpoint pens, chances are you think of BIC® Crystal® pens -- those slim and easy-to-use writing instruments with the clear barrel. It's not surprising, BIC pens are everywhere in the world and offer unparalleled writing comfort and style. But have you ever wondered how this global brand came about? The history of BIC pens might surprise you.

1. BIC transformed affordable writing tools.
2. Consistency in quality and branding key.
3. Innovative marketing strategies drive success.

The BIC Brand and its History

BIC the company started with Marcel Bich and Edouard Buffard buying a factory in Clichy, France, to begin making parts for writing instruments. While Hungarian Laszlo Biro invented the original ballpoint "biro" pen, it was the team at Bich (later renamed "BIC") who made a revised, user-friendly version of the ballpoint for mass market sale in 1950 -- this pen, the BIC Crystal®, is still one of the most popular styles of promotional BIC pen in the world today.

Consumers' Love for BIC?

Initially, sales in France were slow for the BIC Crystal® Ballpoint pen, but as they began distributing across Europe the company employed a new slogan into the 1960's -- "Writes The First Time, Every Time!" This slogan proved key in helping to popularise the BIC Crystal® pen because it promoted an air of reliability and ease that other ballpoint pens didn't have (due to fussy components and high price tags).

In 1961, with the increase in sales of BIC's Crystal® and other cheap, consumer-friendly ballpoint pens, the company rebranded and officially adopted its unique shade of orange as its branding colour. The logo, which remains largely unchanged to this day, features a boy with a ballpoint head. It was the consistency in branding design/colours as well as the reliable, cheap products being produced that won over the hearts of many during the 1960's and firmly established BIC as the leading writing instrument producer in Europe.

By 1969 BIC had established "BIC Graphic" which took its pens in a marketable new direction -- customisation for consumers. It wasn't long before the 1970's and its 4-colour pen launch, and since that time, BIC has been consistently releasing vibrant, practical, and affordable writing instruments. It is this consistency for providing quality promotional pens that has ensured the BIC brand has stayed in the hearts and minds of consumers for well over 50 years and counting.

Unique Marketing Strategy

To maintain its remarkable market presence, BIC adopted several innovative approaches. This is why BIC's marketing strategy stands out:

• BIC Graphic was established in 1969, introducing customizable pens to the market.
• 1970 saw the launch of a 4-colour pen, adding further variety to their product offering.
• Despite being a big brand, BIC continued to launch vibrant, practical, and affordable writing instruments for everyone.
• The brand's reputation for providing quality promotional pens remained consistent, ensuring a lasting place in consumer minds.

Influence on Promotional Industry

The success story of BIC offers invaluable insights for the promotional industry. Here's how it revolutionised business practices:

• The concept of a reliable, affordable writing tool was popularized, paving the way for other promotional products.
• BIC showed that maintaining consistency in product quality and brand identity leads to customer loyalty.
• It proved that innovative marketing strategies, such as customization options, can significantly enhance a product's appeal.
• BIC's success story underlines the importance of keeping products user-friendly and affordable while pursuing innovation.

Summary

To conclude, BIC promotional pens left a remarkable footprint in the promotional industry. In doing so, it not only won the hearts of consumers but also reshaped business strategies. The history, evolution and global success of BIC pens serve as an inspiring guide for anyone in the promotional industry, from large promotional companies like Cubic Promote Australia to small start-ups worldwide. We can all learn from BIC's story that consistency in quality, innovative marketing, and brand authenticity will always resonate with consumers.

Details sourced from here: https://www.bicworld.com/en/about-us/our-heritage-your-passion