Falling in love for a week…

Bic were down in the mouth –  their brand was the ultimate in disposability – a revamp was needed!


We pushed the boundaries, asking consumers to have an online love affair with the brand: to write love letters (& hate letters), & look for mementos of how great things used to be – culminating in an immersion workshop with the client team 

And the flood gates opened and fond memories poured out

Like a reality makeover, the team emerged confident & feeling valued having rediscovered a heritage of fun & innovation. 

The result? an emotional switch – from disposable to essential & available.


Brand love



What we did

Brand repositioning