BIC Good Vibes

Refreshing America’s number one lighter for a millennial audience

BIC came to us for help refreshing their “Good Vibes” line of lighters, with the goal of increasing sales among their millennial male demographic. The desired look and feel for the lighters in this series was fun, irreverent, and edgy (without being offensive). In combination with internet research, social media support, and lots of memes, we delivered creative approaches that would engage millennials without alienating other BIC consumers in search of a lighter.