Bic is continuing to celebrate 60 years of BIC ® Cristal ®. To mark the occasion of the back-to-school season,  a large ad has been deployed from August 17 on the front of BHV Rivoli in Paris.

Bic recently reported that back-to-School 2011 should be better than 2010 for Bic products, even if the performance of large-scale distribution will depend on consumer behaviour in a more volatile economic environment.