Client: Actigift per BIC
Country: Taiwan / France
Field: Promotion
Execution Year: 2004

Strategy>>> Seducing a new market segment
When Amica’s CEO Mr. Victor Lin told usof his new challenge, he was pretty clear: We need to create a new product able to satisfy a new segment, which should be quality and more demanding. MiniBic lighter needed to get dressed with a new case, and must add more value to the classic item.

BIC expected to increase their brand image without changing their popular and successful miniBic lighter. It was necessary to design a a new case able to turn a universal product into an exlusive and value-added item. And, of course, there was another requirement: “it must be dificult to copy!”

Conceptualization >>>Creativity focused into BIC world
Several creative sessions were neces-sary to find out the right concept. These were the main concept requirements:

- High-impact aesthetics, enhancing the perceived value of the product.

- In tune with the BIC brand values and style

- Difficult to copy.

Applying our creoLAB methodology, several concepts were generated and evaluated with the client, and after some modifications the concept finally saw the light of day and started to take shape.

Design>>> Materials and technology at our service
The first decision we made was to use metal, for both image and weight-feel reasons. Using metal, the perceived qua-lity is higher and allows us to position the item in the targeted segment. Zinc Alloy was the metal choosen because it is heavy and suitable in cost. But metal should be mixed with a warmer and softer material to improve the touch feeling, so thermoplastic rubber was added using a double-injection process. The concept soon seduced the BIC board members because it was really adding value to the product at a low cost.

Development >>> Continuous problem solving
Production size is a key factor when developing any project. And C2 Metal estimates were pretty big, around 5M pieces per year, which means that we had to make an accurate job in terms of optimisation of all the pieces and assembly. It was an intense task to fulfill all the technical and quality re-quirements, and reduce the cost at the minimum. Both the technical solutions and the technologies used for produc-tion (such as double-injection) were good barriers to entry for competitors, so the risk of being copied was lower.

Industrialisation>>> Living in the factory
In order to keep good comunications between design and production, stimulo had an intensive participation in the industrialisation of the product. Frequent flights to China, and ongoing support ensured a quick and reliable process.

Implementation>>> Launching the product
Stimulo also assumed tasks regarding product presentations and photographic sessions to comunicate the product advantatges efficiently. Finally Stimulo assessed Actigift in the process of obtaining the international PCT, a must-have protection against copying.

Results

> Brand Value was increased for US market consumers.
> It helped BIC to introduce the brand into a new higher segment.
> 10 Milion units produced.
> The PCT protection and the technical barriers avoided the appearance of significant copies.

“ Stimulo was able to deal with all the technical problems we faced until production.”

Jordi Musté
Production Manager
BIC Iberica