2022 was a tough year for lighters in México, when the smoking market got restricted with one of the toughest laws against smokers in the world. So, sales went down and we had to do something about it.

So, to market our lighters we took one of its main selling points to convert it part of Mexican culture. BIC lighters last up to 3,000 strikes. This makes its life much longer compared to any other lighter. So how do we tell people about this brand attribute and at the same time celebrate Mexican culture? The answer was simple, our lighters last a lifetime, so we celebrate the day that life is celebrated in Mexico: The Day Of The Dead.

In the film, we meet Lucrecia, an elderly woman who lives a young romance. As if the fire between her and Miguel (her husband) never ended. Throughout the piece, we see the journey of a perfect nostalgic date during The Day Of The Dead symbolizing everything they loved once they were alive. A date that happens every year once the dead come back to life. All this, to discover that love in Mexico is over until it is forgotten. A film full of life “Mexican style”, with traditions and customs always having as its main focus the fire and the Mexican Day Of The Dead altars.

With more than +7.9M views, +60M impressions, +1.1M interactions and +$500K dls Earned Media. We managed to make our brand stand out at the category and one of the most important Mexican celebrations, making a breakthrough in the category. Next year we are hoping to increase our sales by 20% and make BIC the one and only iconic lighter for Day of the Dead.