In order to bring BIC lighters to the minds of people all over Europe, we had to associate the lighters with something more familiar. Something that speaks to a very large and diverse audience. That something is mass culture. Thus, 'BICalyzing' was born: take a public holiday, movie scene, pop artist, cartoon character, or any other cultural reference, and throw BIC in. Say hello to Grand Theft Hot-O, Flames Bond and Bicney Spears. Creative copy that plays on words is complemented by clean and fresh designs.

The creative copywriters associated BIC and anything related to fire, heat or lighters to mass culture. The key was to find funny puns that anyone could relate to as the new creations should closely resemble the names of well-known people, events or other cultural instances.

Fresh designs clarify the copy in the blink of an eye - if any confusion might exist. The lighters were given a redesign in line with the character or cultural reference they represent. For example, the "Harry Hotter" lighter is given a wizard outfit.

All of this content was posted to Facebook, where engaging the community was a priority. We continued the conversation by replying to many of the comments, again with wit or funny puns, which was received by many likes.

During the first 2 months of the campaign (October - December 2015), no less than 6,5 million people were reached and over 9000 new fans liked the page. These results continued: over the course of January to March 2016, another 20 800 people liked the page. Individual posts would reach up to 800 000 people!

By March, the page posts had collected over 284 000 likes since the start of the campaign. Since January, people have left over 10 000 comments on the posts with one particular post collecting over 1000 likes, thus proving the community really loves interacting with the page. In the comments, fans get aboard the pun-train and regularly ask/beg BIC to actually produce the lighters we designed.