As an icon of the stationery category, BIC needed a creative platform and go-to-market plan to launch their new Intensity marker range across Australia and New Zealand. With an apathetic local market, and international campaigns that wouldn’t suit the AUNZ audiences, the brand’s strategic platform and related campaign needed to represent all of the product's strengths, while at the same time amplifying what the markers enable users to do in their everyday.
After interviewing a range of users – from high school students to working mums through to office supply managers – we realised that there was a huge opportunity available to us. We could introduce our markers to a market, who’d known and trusted our brand since early childhood, but were agnostic when it came to marker loyalty.
With low levels of innovation in the category over the years, we knew that BIC Intensity could be known for giving users more vibrant, reliable and affordable markers, because everyone deserves true self-expression at their fingertips.