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To celebrate the 50th anniversary of its core product—the Cristal ball pen—Bic is reintroducing an advertising icon: the Bic Boy.

Attired like an English schoolkid (tie and short pants), the ball-headed symbol will enhance product packaging and appear in future promotions.

“Traditionally, Bic Boy has only been used in the logo to magnify the brand name,” said Janel Olsen, product manager at the Milford, Conn.-based company. “On this new packaging, he will debut in 3-D and highlight the pen’s benefits”—a “grip pier” grip, for example.

Introduced to the U.S.





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