BIC

MARKETING OBJECTIVES

Lighters can be used to celebrate special moments; like lighting the candle on a birthday cake or setting up a bonfire. The goal of this campaign is to change the stigma that lighters are just used for smoking purposes.


MARKET OVERVIEW

• The US tobacco manufacturing industry includes about 70 companies with combined annual revenue of $36 billion
• BIC is America’s #1 lighter with a 89.5% share in the disposable segment
• Asian imitation disposable lighters are declining -10.8%

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