BIC has continued its efforts to tie its disposable items to pop culture with campaigns timed to the Summer Olympics and back-to-school season, two periods that are expected to drive an uptick in advertising efforts.
Brand ambassadors Snoop Dogg and Martha Stewart last week returned in "Lit Games," a 15-second spot produced by agency Doner CX that parodies Olympic coverage. In the ad, the erstwhile rapper comments and rates the hospitality icon's lighting of a candle with a BIC EZ Reach lighter. The campaign will run with paid media and social support through Aug. 30 on connected TV, Meta, TikTok and YouTube, with social content from Snoop and Stewart expected later this month.
Separately, the brand has teamed with Grammy-nominated singer-songwriter Charlie Puth to promote BIC's 4-Color Ballpoint Pen with its "A pen for every side of you" campaign. The effort looks to boost self-expression with students and teachers in time for back-to-school season.
The campaign will appear across retail, social and digital platforms, and includes a partnership with iHeartMedia. Paid media support will run on TikTok, Instagram, search and audio from today (July 8) through September. The brand is also running a sweepstakes that will give four consumers the opportunity for a behind-the-scenes experience and private iHeartMedia concert with Puth on Oct. 22.
"Equipping students and teachers with tools that spark curiosity, creativity and help them envision a brighter future is just one part of BIC's global commitment to education," said BIC CEO Gonzalve Bich, in a press release.
Previous BIC campaigns have included a virtual scavenger hunt and out-of-home activation, which also featured Snoop and Stewart, tied to pot-smoking holiday 4/20, and a sales-boosting social media play in collaboration with "Vanderpump Rules" star Ariana Madix.
