The French disposable products manufacturer BIC plans to increase its profit in the US market by targeting the growing number of marijuana consumers. The company intends to use its pocket lighters to attract this audience.
As part of its strategy, the iconic slogan 'Flick my Bic,' which was popular back in the 1970s, has been revived. The head of the company told analysts in Paris that the development of marijuana use in the United States is happening significantly faster than in the Netherlands, despite drug use remaining illegal at the federal level.
Nevertheless, most US states have permitted medical cannabis use, and over twenty states have legalized recreational use. BIC saw an opportunity to regain its position after a decline in demand for tobacco products.
To promote its products, the company is attracting well-known cannabis enthusiasts such as Willie Nelson, Snoop Dogg, and chef Martha Stewart to create commercials. Previously, BIC focused on large retail chains, but now attention is being paid to thousands of specialized stores serving cannabis users.
Head of North American operations, Haven Cockerham, estimated that about 15,000 to 20,000 such stores represent a 'serious opportunity.' It is worth noting that lighters accounted for approximately one-third of BIC's sales in the first half of the year, which overall decreased by 3.5 percent, reaching just over one billion euros.