The Challenge
BIC Lighter was struggling to be seen in a sea of cheap generic lighters. Top-of-mind recall and preference for the brand needed to be boosted among young, lifestyle-driven users.
The Abe-abe Solution
We launched a digital campaign anchored on “Sparking fun in every moment.” We positioned BIC Lighters as a safe reliable partner across life memorable moments.
The Results
The brand went from being just another lighter and reclaimed its place as an icon of fun and reliability among the Gen Z.