KeBIC

The tables have turned...
This is the story of BIC playing an April Fools' joke.
Created with its agency MOGUL, an Instagram post was published to announce the release of a new BIC® 4 Colors™ pen inspired by street food: the KeBIC. White sauce, salad, tomato, onion!

The deliberately offbeat concept was accompanied by a clear challenge to BIC's Instagram community: "If we get more than 30,000 likes, we'll really launch it!"

The result: more than 118,000 likes in just a few days, and massive organic demand. The BIC community dreams of having a KeBIC in their pencil holder.

Faced with this enthusiasm, BIC has no choice but to turn the concept into reality.
BIC launches an "Iconic Food" collector's edition inspired by the most iconic late-night sandwich, designed as a pop tribute to fast-food culture and those who celebrate it.

The brand decided to add two other street food legends: pizza and burgers, in a box set of three BIC® 4 Couleurs™ pens
The "Iconic Food" box set will be available in a very limited edition exclusively on bic.com starting Friday, June 27.

The launch will be amplified by an exclusive eventat SÜRPRIZ!
BIC is partnering with the Parisian restaurant SÜRPRIZ, the capital's renowned kebab master, for the launch party for KeBIC and the Iconic Food collection.
The event will be held at its flagship store in Strasbourg-Saint-Denis on June 26, with DJ sets, gourmet treats, a photocall, and goodies on the program.

A very (very) limited edition
The box set will go on sale on June 27 at bic.com.
From June 27 to 29, for every menu purchased at SÜRPRIZ, an ICONIC FOOD box set will be offered*.

The cherry on top: BIC will also thank the most loyal fans of the original post by giving a box set to those who leave the best comments. It's a way of saying "thank you, boss" to those who took the bait right from the start.