Bic Lighters has tapped into its own nostalgia, recreating a new
twist to its classic "Flick Your Bic" tagline.
Doner has produced Bic's “Waxy Saxy” ad, a nod to the brand's original Seventies spot. This round, the creative goes over-the-top to showcase the brand's lighters.
The spot runs on YouTube and social
networks.
“In bringing back the iconic ‘Flick your Bic’ tagline, we knew the advertising could not be a throwback. It had to claim new territory for the brand,” David
DeMuth, executive chair, Doner, told Agency Daily. “This new campaign demonstrates product features in an unforgettable manner and positions Bic as a lifestyle brand befitting the
culture of today.”
Jeany Mui, brand director for Bic, added: “Bic is bringing a sharper, more irreverent edge. We’ve traded 'mood-setting' for mood-shifting, placing our
full portfolio center stage as the ultimate catalyst for any vibe. It’s a nod to our 1970s roots, reimagined for a generation that prefers an edgy spark over a polite glow.”
Based
outside of Detroit, Doner's creative roster includes Captain D's, Ice Mountain, Stellantis and Fiat.
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