For the first time, BIC is the official pen, lighter and shaver of the Tour de France. From June 30 to July 22 2012, with a crowd of 12 million Tour de France spectators, BIC will have a series of activities and events during the most prestigious cycling event in the world. These will consist of:
- An electric vehicle and the BIC mascot at the finish line
- Four cars and a flatbed truck with a sound system, customized with the colors of the brand and presenting new BIC products
- Distribution of more than 400,000 goodies all along the course as well as flyers, inviting people to discover the back-to-school “ECONOBIC” plan which has been put in place in shops
- Distribution of pens to the public in the starting village, especially around the riders’ signature podium
BIC is extending this partnership to stores (supermarkets and trade stores) by awarding BIC-themed gifts between May 1 and July 31. Items include BIC/Tour de France mountain bikes, vintage jerseys from the former BIC cycling team, and Tour de France backpacks.
On Tuesday, July 3, the Tour de France publicity caravan and riders still in the competition will travel the 197 km between Orchies and Boulogne-sur-Mer. They will pass the BIC factory in the village of Samer, where millions of BIC Evolution graphite and coloring pencils are made every day. This is the perfect opportunity to celebrate the 20th birthday of this iconic pencil, which is made with over 50 percent recycled materials.
For more information, visit www.bicgraphic.com.
