zatoicchi
15.07.08, 04:52
http://blogs.ft.com/management/files/2008/07/bic-phone.jpg
A fascinating attempt at brand extension has been announced in France today. Bic, best known for its disposable shavers, pens and lighters, has teamed up with Orange to create a Bic-branded mobile telephone.
The phone has a limited functionality and is designed for sale in French supermarkets, newsagents, tobacco shops, train stations, etc, for a suggested price of just €49 ($78, ?39), with 60 minutes of calls included. A Bic spokeswoman said the idea was not to create a disposable mobile telephone but to export elements of the Bic brand - simplicity, good value - to a new product category.
FT.com | Management Blog | Hang on, just got to take a call on my Bic (http://blogs.ft.com/management/2008/07/11/hang-on-just-got-to-take-a-call-on-my-bic/)
A fascinating attempt at brand extension has been announced in France today. Bic, best known for its disposable shavers, pens and lighters, has teamed up with Orange to create a Bic-branded mobile telephone.
The phone has a limited functionality and is designed for sale in French supermarkets, newsagents, tobacco shops, train stations, etc, for a suggested price of just €49 ($78, ?39), with 60 minutes of calls included. A Bic spokeswoman said the idea was not to create a disposable mobile telephone but to export elements of the Bic brand - simplicity, good value - to a new product category.
FT.com | Management Blog | Hang on, just got to take a call on my Bic (http://blogs.ft.com/management/2008/07/11/hang-on-just-got-to-take-a-call-on-my-bic/)