BIC, a leader in Stationery, is expanding into the gel pens category with investment in marketing. The BIC® Gel-ocity® Quick Dry range is expected to drive retailers’ sales and reinvigorate growth in the second largest writing instruments category.
BIC has committed substantial advertising budget to supporting the new range’s Follow the Flow campaign, which will see Mac Lethal – a rapper who holds a world record for rapping 1,000 words in two minutes – going head-to-head with the BIC® Gel-ocity®. The bold shift in advertising style from the stationery leader will a be complemented with extensive TV, social media, digital, PR and influencers.
The Quick Dry version of the BIC® Gel-ocity® gel ink pen brings much-needed innovation to the category with its new range of features, including:
- A full-grip barrel to aid handling and writing comfort.
- A retractable 0.7mm medium-point tip.
- Ultra-fast drying ink that won’t drip, leak, smear or smudge.
- Thirteen classic and vibrant writing colours; blue, black, red, green, purple, turquoise, pink, orange, light orange, lime green, light purple, dark pink and sea green.
Joanna Hollins, head of marketing and category management at BIC, said: “The investment we’ve made developing the Gel-ocity® Quick Dry range, as well as the financial commitment to support its launch highlight the potential we see in this category. We believe Gel-ocity® will provide consumers everywhere with the opportunity to experience writing in a new, but comfortingly familiar way as BIC continues to honour the tradition of providing high-quality, affordable products.”
BIC will be featuring the Gel-ocity® Quick Dry at Dealer Support Live 2019 and will be running free sampling sessions at the stand for you to feel the flow yourselves.
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