Bic Gel Pens

Case Study:

Bic Gel Pens

The Brief

BIC partnered with us to launch a targeted product sampling campaign for their BIC® Gelocity Pro Black Gel Pens. The campaign aimed to reach office-based professionals aged 23–55, with a strong focus on creative roles—such as graphic designers, marketing professionals, and agency creatives—who value both functionality and the premium look and feel of their tools.

BIC’s primary objectives were to:

Increase brand and product awareness within their core audience.
Encourage trial in a real work setting.
Collect valuable consumer insights to inform future marketing strategies.

The Solution

We activated a strategic sampling campaign across Boston and New York, targeting 131 offices with high concentrations of the creative demographic. A total of 50,000 BIC Gelocity Pro pens were distributed directly to professionals at their desks—where writing tools are used and tested most.

This hands-on experience encouraged recipients to trial the product naturally throughout their workday, allowing BIC’s product to stand out in real-time usage situations. To capture sentiment and feedback, a post-campaign questionnaire was distributed, generating rich consumer data and actionable insights.

The Results

The campaign delivered great results:

80% of respondents said they would switch to using the BIC Gelocity Pro after sampling.
75% rated it better than other gel pens they had used previously.

These metrics clearly indicate a shift in perception and preference, with the BIC Gelocity Pro earning strong advocacy from first-time users.

Testimonials

Overall, people really like it! A lot of them mentioned that it works great compared to similar items, and many said they'd definitely buy it again. Some even said they'd choose this over other options out there because of its smooth writing.

Bic Gel pens are my go-to pen because of how easily your hand glides seamlessly onto the paper. It makes writing fun and always ensures the best handwriting possible with such a smooth application. I would choose this pen over other products based on this alone especially compared to other pens that feel forced.

This pen glides across the page so effortlessly, I feel like I’m writing on a cloud. 10/10, would doodle again!