There are 1,809 billion lighters on the European market. Did you know that almost 75% of these lighters are non-compliant with the European Union’s safety standards? Lighters are different from other consumer goods due to the importance of safety: when not properly manufactured, lighters can potentially cause accidents.
BIC Lighters have been sold in Europe for more than 40 years. Throughout the years, BIC Lighters have made their imprint on society thanks to their iconic function and quality. The BIC Lighter brand has built its leadership on the safety and reliability of its products. All BIC Lighters meet and/or exceed the European safety standards.
Today, approximately 20% of the lighters sold in Europe are BIC Lighters. However, consumers continue to purchase non-conform alternatives for various reasons. Some people do not know about the BIC Lighters’ superiority in quality and safety. Or they know but they shop in auto-pilot mode and do not even question their buying habits. Or they know about BIC Lighters’ superiority but do not fully understand the real benefit, so they select a cheaper solution.
Can you help change this situation? Can you catch the attention of 18 to 35 year olds by demonstrating that BIC Lighters are the reliable & safe option versus non-conform lighters?
We want to dramatize the benefits that a BIC Lighter can bring to their lives. Find an ingenuous way to illustrate how it would radically change their lives for the better.
Create an eye-catching poster to inform young people about the BIC Lighters’ superior reliability and safety, and to draw their attention to the importance of this small choice.
- #1 Prize €1,500
- #2 Prize €600
- #3 Prize €400