Combat the idea that all pens work the same by demonstrating that BIC can help consumers avoid pen-related frustration day to day.
Approach
A relatable copy solution, laid out in a visual scenario that further demonstrates the core message in a recognizable and personal way.
Results
The casual phrasing of the copy combined with an immediately recognizable scenario creates a sense of camaraderie between the consumer and the pen-maker: they are frustrated by the same things, and BIC shows that they have real reason to consistently make the best pens possible for the consumer.
