The Bic Cristal Ball-Point Pen

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Description

In the early 1950s, Marcel Bich launched his first ball-point pen. The famous "Cristal" was designed by an in-house research department: it mimicked the shape of a sharpened pencil and was transparent. The first advertising campaign began in November 1953. The core concept was disposability, and the strategy of aiming at the mass-market was to make Baron Bich's fortune. The recipe was simple: value for money; and the name of both brand and main product was simply the founder's surname with the "h" chopped off. Bic biros soon became a household name, selling 10,000 per day in their first year. Today, the figure is 15 million.