Bic Value

Upgrading a classical product

Stimulo partnered with Amica to design a new lighter case which had to be able to turn BIC’s universal product into an exclusive item with added value.

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When Amica came to Stimulo to talk about a new project, the goal was clear: we had to create a new product which had to add value to the classic item of BIC, so it could satisfy a market opportunity that the French company had identified. To start conceptualizing the lighter case, stimulo had to meet few but clear requirements. The design had to enhance the perceived value of the product and at the same time be in tune with BIC brand value and style. Last but not least, the product had to be hard to copy. As soon as the design briefing was clear, stimulo started its creoLab: from the creative sessions, the design team generated several concepts, which were evaluated with the client. After some concept evolutions, we got the new C2metal. In order to increase perceived value, we used metal.
Given its heavy weight and its cost, we chose a zinc alloy, which we complemented with thermoplastic rubber using a double injection process. The concept soon seduced the BIC board members because it was adding real value to the product at a low cost. Given the big production estimations, around 5 million units per year, Stimulo worked on cost optimization. The engineering team made a conscientious job reducing the material used in the product pieces as well as the assembly time. To assure the quality of the product and the project timelines, Stimulo participated in the industrialization of the lighter case in China. Before BIC launched the new lighter case, Stimulo took care of the photo-shooting sessions to ensure the product benefits were clearly communicated.



Increased BIC brand perception in the US market.


10 million units sold.


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

Jordi Musté
Production Manager BIC Iberica.