Bic plans PR for gel-based pen

Bic, the pen manufacturer, is gearing up for a publicity onslaught to mark the launch of its gel-based pen in the UK.

Bic UK is poised to choose between retained PR agency Endacott RJB or Mercier Grey to manage the consumer launch of The Cristal Gel pen, planned for March.

Bic wants to target the product at the consumer market and plans to promote it through national and regional newspapers and consumer magazines in April, after the product becomes available in shops.

It is being launched to capitalise on the success of Bic’s 50-year old Cristal design. It writes more smoothly, with brighter colours than existing ballpoint pens, according to Bic.

Endacott RJB will promote the launch to commercial stationers.

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