By not putting the scrapers, the match box becomes an absurd object because it can't be used, which automatically attracts attendtion. Surprise is quickly replaced by the amusement of wondering: how? why? This object is quite surprising and .makes the revelation outstanding.

This match box develops brand image and serves Bic’s communication towards the young unmarried target which pays attention to its image and is more receptive to this special type of communication. And this kind of communication costs almost nothing compared to a traditional media campaign and touches a very precise target.