Sometimes, the strongest advertising doesn’t come from big promises — it comes from reminding people of something they already trust.
That’s exactly what BIC has done with its latest outdoor campaign, Inkredible.
The campaign highlights a surprisingly powerful detail about the BIC Cristal Original pen: each pen can write up to 3 kilometres. Instead of overexplaining or adding layers of messaging, BIC puts this fact front and centre in clean, minimal outdoor placements.
Billboards and bus shelters show the pen itself alongside the line:
“3KM of writing in every pen. Inkredible.”
That’s it. No clutter. No hype.
The idea works because it taps into everyday experience. Almost everyone has used a BIC pen at some point — in school, at work, or at home. By spotlighting durability, BIC reinforces why the pen has stayed relevant for decades: it simply lasts.
In a world crowded with flashy campaigns, Inkredible stands out by doing the opposite. It respects the audience, trusts the product’s legacy, and lets a single, concrete fact do the talking.
The result is outdoor advertising that feels confident, familiar, and quietly persuasive — proving that sometimes, the most effective marketing is just a well-told truth.
