BIC has partnered with Grammy-nominated singer, songwriter, and producer Charlie Puth for their back-to-school campaign featuring the 4-Color Ballpoint Pen. The campaign, titled “A pen for every side of you,” aims to inspire creativity among students and teachers by associating each color of the pen with different forms of self-expression.
The BIC 4-Color Ballpoint Pen includes black, red, green, and blue inks in a single pen, available in various barrel designs. It is designed for tasks such as writing, doodling, and color-coding notes, encouraging creativity and self-expression in users.
BIC CEO Gonzalve Bich highlighted the company’s commitment to education, expressing excitement about the partnership with Charlie Puth to motivate students to express themselves through writing and music. Charlie Puth, known for his songwriting process, shared his enthusiasm for the pen, noting how it aids in his creative process by allowing him to switch ink colors to match the mood of his lyrics.
As part of the campaign, BIC and Charlie Puth are hosting a consumer sweepstakes. Four winners will receive a behind-the-scenes experience and a private concert with Charlie Puth in New York City on October 22, 2024. To enter, consumers must purchase eligible BIC products, including the 4-Color Ballpoint Pen, and submit proof of purchase by September 30, 2024.
The campaign will feature Charlie Puth and the 4-Color Ballpoint Pen across various retail, social, and digital platforms, as well as through a partnership with iHeartMedia. This includes appearances in PR, Creative, and paid media support on TikTok, Instagram, and iHeart audio from July 8 through September. The campaign aims to increase brand awareness during the back-to-school shopping period.