Bic

Pens are like lightbulbs—most people only notice them when they don’t work. So how could Bic make itself relevant? By going toe-to-toe with the technology that’s nearly rendered the pen obsolete. In other words, by going anti-tech. But in a way that would appeal to both Luddites and geeks. It didn’t hurt, either, to highlight the pen’s sleek, iconic design.