Bic looks to draw a crowd

The ubiquitous pen co is touting its new line - up-close-and-personal style.

Bic is tapping artists to promote its ReAction pen featuring the Easy-Glide System – a patented Bic technology with smoother ink – in the venues most suited to catch the eyes of back-to-school shoppers: Canadian malls. 

The mall tour will feature assorted artists demonstrating the Easy-Glide System. ‘The artists will be doing some interesting pen and ink work, showing what’s possible with the Easy-Glide System,’ says Greg Crisp, brand manager, stationery products at Bic. The tour was devised by MacLaren McCann, with onsite activation by CVS, and is part of a larger campaign that features TV spots and in-store advertising. The TV spots were also created by MacLaren McCann, with media planning and purchasing by M2 Universal. The in-store material was created in-house by Bic.

The promotion is targeting back-to-school shoppers, though Crisp emphasizes that the pens aren’t for any particular market. ‘But people are thinking about buying pens around the back-to-school period, so that’s when we try to advertise.’

The Montreal stop will feature illustrator Beatrice Favereau (Mail Champlain, Aug. 29 and 30), the Toronto and Vaughan legs of the tour will feature cartoonist Ferd Poblete (Eaton Centre Sept. 5 and 6, Vaughan Mills Mall Sept. 12 and 13) and the Calgary stop will feature artist Nick Johnson (Sunridge Mall Sept. 19 and 20).