Bic is a world-class consumer goods brand famous for reliable, affordable stationery, lighters, and shavers.
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See all ads on AdLibrary →Bic is a French consumer products company known for disposable pens, lighters, and razors, founded in 1945 by Marcel Bich and headquartered near Paris. The brand sells its writing instruments, shavers, and lighters worldwide through mass retail and advertises across digital platforms including Meta.
Bic's advertising rests on being the reliable, affordable everyday choice. Creative highlights simple, dependable products, from ballpoint pens to lighters and shavers, often with playful or practical scenes of everyday use. The brand's long history and global recognition mean ads can be direct and uncomplicated. Value and trust do the selling, so creative rarely needs complex explanation, which suits mass-market products bought frequently and with little deliberation. Explore their ad creative at AdLibrary.
On Facebook and Instagram, Bic can reach very different audiences across its product lines: students and office workers for stationery, and adults for shavers and lighters. Short, colourful video and image ads show products in use, while seasonal campaigns such as back-to-school provide natural peaks. Retail partners and online stores are key destinations, so Meta creative often supports awareness and product discovery alongside purchase.
Copy themes: (1) reliability and quality at an accessible price; (2) back-to-school and everyday writing; (3) comfortable, simple shaving; (4) creativity and self-expression with writing and art products. Tone is friendly, straightforward and sometimes playful. For short-form video, hand-drawn art, doodles and satisfying writing demonstrations draw attention, and fit the visual, hands-on nature of stationery.
For consumer goods sold mainly through retail, search and shopping ads capture product-type intent, while YouTube and social video build awareness. Bic's lesson for mass-market brands is that simple, consistent messaging and heritage can compete with newer, flashier entrants. Seasonal campaigns and creator or art-focused content extend a low-cost, familiar product into new, more creative contexts.
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