Leading stationery manufacturer BIC has announced the launch of an ultra-fast drying gel pen in the stationery category. The BIC Gel-ocity Quick Dry range is expected to drive retailers’ sales and reinvigorate growth in the second largest writing instruments category.
BIC has committed substantial advertising budget to supporting the new range’s Follow the Flow campaign, which will see Mac Lethal – a rapper who holds a world record for rapping 1,000 words in 2 minutes – going head-to-head with the BIC Gel-ocity. The bold shift in advertising style from the stationery leader will a be complemented with extensive TV, Social Media, Digital, PR, influencer and sampling activity which will see 100,000 pens distributed across the country throughout the 2019 Back to School Sales Period.
The Quick Dry version of the BIC Gel-ocity gel ink pen brings much-needed innovation to the category with its new range of features, including:
- A full-grip barrel to aid handling and writing comfort.
- A retractable 0.7mm medium-point tip.
- Ultra-fast drying ink that won’t drip, leak, smear or smudge.
- 13 classic and vibrant writing colours; blue, black, red, green, purple, turquoise, pink, orange, light orange, lime green, light purple, dark pink and sea green.
Joanna Hollins, head of marketing and category management at BIC, said: “Being the second largest writing instruments category, we see enormous opportunity in Gels and Rollers and are extremely proud to be launching a product which will shake up the market with genuine innovation.
“The investment we’ve made developing the Gel-ocity Quick Dry range, as well as the financial commitment to support its launch highlight the potential we see in this category. We believe Gel-ocity will provide consumers everywhere with the opportunity to experience writing in a new, but comfortingly familiar way as BIC continues to honour the tradition of providing high-quality, affordable products.”
The Gel-ocity range will be available in pack sizes of three, six and 13. RRP from £6.49 for a pack of three.