Bic Reignites ‘Flick Your Bic’ Tagline for a New Generation

Why It Matters

The campaign redirects Bic toward lifestyle uses and digital channels, aiming to offset declining tobacco‑related sales and capture incremental growth.

Key Takeaways

• Bic reintroduces 1970s ‘Flick Your Bic’ tagline.
• New ad highlights candle‑lighting, the top lighter use.
• Campaign targets Gen Z via Meta and retail partnerships.
• Bic sales fell 0.9% in 2025, U.S. challenges.
• Cross‑category displays pair lighters with pens for incremental growth.

Pulse Analysis

Bic’s decision to resurrect the ‘Flick Your Bic’ slogan marks a strategic pivot from its classic, humor‑driven advertising of the 1970s toward a modern, lifestyle‑focused narrative. The 30‑second ‘Waxy Saxy’ spot, produced with Doner, frames the lighter as a catalyst for romance, replacing bar‑room jokes with a candle‑lit setting that resonates with today’s home‑centered moments. By anchoring the campaign in a nostalgic catchphrase while updating its tone, Bic leverages brand equity to reconnect with older consumers and capture the attention of younger audiences who value authenticity and visual storytelling.

The new creative zeroes in on the lighter’s most popular function: lighting candles, which Bic’s research shows accounts for over 40 % of all uses. By showcasing pocket, EZ Reach, and utility models igniting candles, fireplaces, and grills, the campaign aligns with seasonal moments in spring, fall, and winter while also planning targeted bursts for 4/20 cannabis celebrations and summer barbecues. Distribution leans heavily on digital video, especially Meta’s family of apps where Bic’s core demographic spends significant time, complemented by retail‑media placements that reinforce in‑store visibility.

From a broader consumer‑goods perspective, Bic’s cross‑category experiments—such as pairing lighters with its four‑color pens in patriotic retail displays—signal a push for incremental revenue amid a 0.9 % sales decline in 2025. The move reflects mounting pressure on traditional lighter markets as tobacco consumption hits historic lows and vaping or edibles erode the cannabis segment. By tapping into lifestyle cues, social platforms, and real‑time trend monitoring on Pinterest and other Gen Z hotspots, Bic aims to diversify its appeal and stabilize margins in a challenging U.S. environment.