BIC Graphic North America, Clearwater, Fla., announced today that it will rebrand as Koozie Group at the start of 2021.
“Our organization flourished under the BIC Graphic name for over 50 years, and we were predominantly known for writing instruments,” Melissa Ralston, chief marketing officer at BIC Graphic North America, said in a press release. “We’ve expanded our abilities, and are evolving as a company, so it makes sense to have a name that best reflects our vision and mission.”
BIC Graphic has owned the Koozie brand since 2009. As such a recognizable brand name and part of BIC’s product offering, the company felt it was an appropriate representation of the brand overall.
Additionally, the name change allows for more international business. Part of the final sales agreement between BIC and H.I.G. Capital in 2017 limited BIC Graphic’s ability to do business abroad while it was operating under that name.
Through internal surveys and focus groups, as well as consultations from outside branding agencies throughout 2019, BIC whittled the possibilities down to 800 potential names. Eventually, they settled on the Koozie name, feeling that it “aligns with the company’s goal of providing useful solutions that evoke positive vibes and spark lasting memories.”
And, despite the association of the Koozie brand to drinkware, BIC asserted its commitment to a wide range of products across more than 40 brands.
“Changing to Koozie Group is a great movie for us because it better explains what we aspire to be moving forward,” said BIC Graphic North America CEO David A. Klatt, Jr. “Just mentioning the word ‘Koozie’ brings a big smile to people’s faces, as it reminds them of a great event or experience in their lives. Creating that feeling is exactly what we want to do for our customers’ brands.”
Keeping with the theme of positivity, the brand soon to be known as Koozie Group will also adopt the tagline “Keep the Good Going” and put in place a social impact and sustainability program called “Keep It Give It,” which will begin next year along with the rebrand.
The rebrand process has already been going on behind closed doors at BIC headquarters since January. Come Jan. 1, 2021, the transition will be fully complete, and BIC Graphic North America will begin its new life as Koozie Group.
BIC Graphic ranked No. 5 on Promo Marketing’s 2020 Top 50 Suppliers List with $310.1 million in 2019 promotional products revenue. View the full list here or visit www.bicgraphic.com for more information.
