BIC transforms Millennial dudes into Millennial men.

Holding a door. Pulling out a chair. Picking up the bill. All chivalrous things that have fallen by the wayside when it comes to Millennial men. In fact, 83% of women think these guys need some kind of push to be better men. And what’s shocking? Over 80% of Millennial men agree. With the launch of the BIC Flex5, we decided to give them the push they need by telling them the truth: Men, it’s time to smooth up.

But we didn’t just tell them, we showed them with our digital-only campaign that focused on talking to them like a peer and building an emotional connection. We rolled out a new BIC Flex website, three entertaining videos and built up a strong content program with key partners our target audience would appreciate, like Funny or Die and Jack Vale.


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