Doner Revisits 'Flick Your Bic' In 'Saxy' Spot

Why It Matters

Bic’s refreshed creative signals a shift toward cultural relevance, aiming to boost market share in a crowded consumer‑goods space. Bolloré’s tightened grip on Havas gives the agency holding company greater strategic flexibility and voting power in a consolidating media landscape.

Key Takeaways

• Bic revives 'Flick Your Bic' with over‑the‑top YouTube spot
• Doner leverages 1970s nostalgia to reposition Bic as lifestyle brand
• Bolloré family now controls 53% of Havas after share purchases
• Havas Q1 net revenue grew 2.5% organically, driven by U.S. market

Pulse Analysis

The new Bic campaign, titled “Waxy Saxy,” taps into nostalgia while leveraging the immediacy of YouTube and social platforms. By pairing a candle‑laden saxophonist with bold visuals, Doner transforms a classic tagline into a cultural statement, aiming to shift consumer perception from a functional lighter to an accessory that sparks mood. This approach reflects a broader trend where legacy consumer brands invest heavily in experiential storytelling to capture Gen‑Z attention and differentiate in a saturated market.

In parallel, the Bolloré family’s acquisition of a 22% stake in Havas, bringing its total to 53%, marks a decisive move toward consolidated ownership in the European advertising sector. Controlling a majority of the agency holding company allows the Bollorés to streamline decision‑making, align global strategy, and potentially pursue further acquisitions. The Q1 2026 results, showing a 2.5% organic revenue rise driven by the United States, underscore the importance of a diversified geographic footprint as agencies navigate post‑pandemic client budgets.

Together, these developments illustrate how both product manufacturers and media agencies are doubling down on brand relevance and structural control. Bic’s edgy, mood‑shifting narrative seeks to rejuvenate sales, while Bolloré’s strengthened hold on Havas positions the group to better serve multinational clients amid rapid industry consolidation. For marketers, the takeaway is clear: aligning creative audacity with solid ownership structures can create a competitive edge in today’s fast‑moving marketplace.