The launch in Sweden was purpose-driven perception management, with an objective to obtain the desired perception among key stakeholders of BIC’s ambitions and capacity to deliver in a circular economy and meet with needs and demands of younger generations. The BIC Bamboo razor is an important illustration of the company’s long work on sustainability in all forms. To raise market awareness and interest for BIC’s new sustainable razor in Sweden among stakeholders within the B2B and B2C sectors such as retail purchasers and end-customers, specific PR actions during spring 2021 were initiated. A messaging kit was formulated digitally and used for producing an informative background, which itself was the basis for a Teaser release and a Launch release. The news and launch of BIC Bamboo were communicated externally (also via direct media contact and interviews) through press releases on Cision which Coast handled, and via two paid native articles in the country’s leading business daily Dagens Industri and regional daily Göteborgs-Posten.
The basic strategy was to get as much publicity as possible in the editorial space in relevant media (tier one, tier two, and verticals) for the new razor BIC Bamboo through direct negotiations with journalists. The activity has generated more than 25 media hits such as feature articles, interviews, and prominent inclusions, in established general media /dailies, trade media, as well as in television and social media and through an influencer, where the total reach is approximately 11 229 300. This corresponds to an Advertising Value Equivalency (AVE) of €904 000.
The perception drive was considerable, one store manager in Gothenburg was quoted saying:
“I am proud to have BIC Bamboo in our stand because it demonstrates our store’s commitment to sustainability.”