Bic is the greatest disposable lighter company in Brazil. Its main competitor are fake lighters which don't pass the security tests, and can even explode when they are lighted. The communication objective was to advise consumer to buy only true lighters, with the quality mark - security seal of Inmetro, the ruler.

With low investment, US$ 170.000,00, we concentrated our efforts in a single media to communicate with trade, opinion makers and the general public. The campaign was extremely successful. We reached the expected objectives, inhibiting the participation of the fakers and bringing a sales increase of 10%/year as a result.

The ad has a hole in the shape of a lighter as if it had been burned. This was to mention what fake lighters could cause to consumers. A differentiated format which was never used in a magazine in Brazil. In the launching, we used the Veja insert and therefore, a single page was copying the launching insert of the campaign.

The campaign was so differentiated that it caused 'spontaneous media'. In other words, it resulted in articles in the internet, magazines and newspapers of the advertising market as well as in the trade. We received a letter from the publishers giving us congratulations for the brand new format, besides having the possibility of other commercial actions for other clients of the publisher.

The strategy was to use the print media. In the launching we used a differentiated and innovative insert in the main magazine in the country - Veja, which runs 1,200,000 samples weekly. This way, we reached opinion makers and a great part of the population.

Marcelo Arbex (Copywriter)/Leandro Sanches (Art Director)