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Cantona IS Bicback

To promote the recycling operation to its razors " Bic recycles " launched in April last Bic recycles one of its most famous spots , the 1995 with Cantona.
This communication strategy is not only completely irrelevant (play on recycling) but in addition it can only cause the membership with a wide audience. Despite 15 years separating the two commercials, Cantona is known (and appreciated) by all: the younger as the older but also the female gender and even anti-football.

Both spots are built the same way. Remember: in 1995 we saw the two brothers Joel and Eric Cantona soccer players on a couch. Eric, suspended by his club until the end of the season, used the classic Bic orange while Joel, his younger striker OM, shaved with the new Bic, green and two blades (Euro-Agency RSCG). At the time pranks, anger and unpredictability of Eric made him a man "beyond redemption". Right Hemisphere has had the bright idea of using malignant and the new image of Eric Cantona to promote new recyclable razors. Thus we see in this spot recycled the new Cantona became responsible dialogue with his double in 1995.

1995:

In 2010:

Principle of Operation Bic recycles "

Once used, you send your batch razors by mail (envelope you receive at home once registered on the site ). The envelopes are handled by a help center at work (structure adapted to the professional activity of disabled workers). Then razors are crushed and processed into parts washing machine. You get in exchange for coupons.

As noted Paul Baudean plan media remains poor. We're not in 1995 but in 2010, and a TV spot swinging alone is not worth much. This kind of operation is just made to be relayed via various tools (Facebook, smartphones application ...). A website does exist ( www.bicrecycle.com ), it also allows to share on his wall FB system recovery Bic razors. A teaser Bic recycles your friends "is planned but not yet implemented. A teaser is not it supposed to buzz before, not after the product launch?!

Another point is not it a bit complex and cons of the current operation that to send an envelope to the user who will refer again to receive (more) coupons?

Finally and most importantly, it lacks a caution money of the operation as an environmental organization.

A nice pub, therefore, but lacking in substance if you dig a little!

Agency: Right Hemisphere
Advertiser: Bic