The universal insight: the pain point in using a highlighter is when it dries out. So we attacked, with relevance to the office worker and student targets, the leaders of the sector on two things. First, the quality, by building on BiC highlighter’s superiority: they last longer. Second, the style, by creating a universe that communicates an emotional appeal around a functional asset.

Focus groups led amongst students 18-22 in France and Poland are unanimously positive. In quality, the majority of respondents consider BiC as a true alternative to the market leaders and all respondents agree that BiC stands out as modern in style. The key visuals stand out in print for stores and catalogues to capture attention, to create impulse purchase, and help to establish BiC’s position in the highlighter market.