Campaign was designed by the Mediabrands agency
BIC teamed up with rapper Matu to launch the brand’s multipurpose lighter. The content reached around 13 million people, more than a million interactions/comments, 16 thousand clicks on the brand profile and 22 thousand accesses to the product link, in addition to the engagement of big names, such as Luiza Sonza, Dani Russo, Alvxaro , Giulia, Gui Nobre among others.
The campaign, designed by the Mediabrands agency, and created and developed in partnership with 30PRAUM, Matu’s own music agency, began in December and will last until May, with execution by BR Media Group, the holding company that leads the Creators Economy revolution .
The central objective of all communication is to encourage the use of BIC EZ Reach as a facilitator, building a unique narrative that places the launch as the most effective, economical and safe way, on various occasions of use. All this while maintaining the brand’s DNA, the humor and facilities of the product.
The partnership with Matu shows the essence of the brand, with a fun way of dealing with everyday situations, from lighting a candle to even creating an advertisement. This is how we want the consumer public to see BIC as a fun brand, with versatile and high-quality products in every Brazilian home, says Abner Pizzo, BIC’s marketing director in Brazil and Argentina.
