BIC – Back To School

Spotted over the weekend in J Sainsbury’s Hampton, a BIC in store 3D display, activating around the back to school period.  Leveraging the BIC brand colour and iconic school bus shape, this FSDU delivered great stopping power and stand out at front of store, along with a strong CTA instant win promotion ‘Win £10 every 10 mins.’


However, on closer inspection the promotion wasn’t clear and only ran on the Cristal range of pens (one of the many SKUs featured on the display). The stock lacklustre, especially in a competitive market as the front of store had bags of black biros on display also.


There was a lot of cardboard used for a few bags of black biros.


The display’s high visibility advantage could’ve been more relevant if sited in the uniform aisle.


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