BIC has been the world's largest manufacturer of lighters and stationery since 1973. As a global leader, the brand is well-known for its product quality. In China, however, it didn't enjoy the same popularity, and the company faced low-quality, low-price competition.
Beginning in 2017, we conducted extensive market research and leveraged it to develop BIC’s new position, reframing the lighter as a fashion accessory. We designed new product lines and have continued to assist in the brand’s online expansion.