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For the first time, BIC is the official pen, lighter and shaver of the Tour de France. From June 30 to July 22 2012, with a crowd of 12 million Tour de France spectators, BIC will have a series of activities and events during the most prestigious cycling event in the world. These will consist of:
- An electric vehicle and the BIC mascot at the finish line
- Four cars and a flatbed truck with a sound system, customized with the colors of the brand and presenting new BIC products
- Distribution of more than 400,000 goodies all along the course as well as flyers, inviting people to discover the back-to-school "ECONOBIC" plan which has been put in place in shops
- Distribution of pens to the public in the starting village, especially around the riders' signature podium
BIC is extending this partnership to stores (supermarkets and trade stores) by awarding BIC-themed gifts between May 1 and July 31. Items include BIC/Tour de France mountain bikes, vintage jerseys from the former BIC cycling team, and Tour de France backpacks.
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- Companies:
- BIC Graphic USA
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