The firm is intending to roll out a new range of lighters and children’s writing products this month, with a further push planned in January for a collection of women’s razors and hi-tech kids’ writing instruments.
Companycare won the account following a five-way pitch.
Bic UK marketing director Marc Pinner said the firm, which has not used external PR support for nearly two years, had ‘not communicated well’ recently.
‘We want to create a fresh wave of awareness about how we have improved the choice of offering, particularly among trade publications,’ he said, adding that the company wanted to ‘continue the momentum’ created by its launch of Soleil, a women’s razor, in April.
‘Women’s shaving is an underdeveloped market and this year we are planning a further drive to attract more female consumers,’ he said.
The company is also looking to expand into the children’s writing market, with a new range of colouring pencils, crayons and felt-tip pens aimed at three to ten-year-olds.
It wants to boost its profile among parents and young children to encourage brand loyalty at an early age.
Bic also intends to cash in on the growing market for candles and this week announced the launch of its Megalighter, which bends to allow candle-lighting in places that are difficult to reach.