BIC Graphic North America (PPAI 114187, S13) will be changing its name to Koozie Group, effective January 1, 2021. The Clearwater, Florida-based supplier has operated under the BIC name since 1969 and has owned the Koozie brand since 2009.
“Changing to Koozie Group is a great move for us because it better explains what we aspire to be moving forward,” says David A. Klatt Jr., CEO of BIC Graphic NA. “Just mentioning the word ‘Koozie’ brings a big smile to people’s faces as it reminds them of a great event or experience in their lives. Creating that feeling is exactly what we want to do for our customers’ brands.”
BIC Graphic NA conducted internal surveys, focus groups—internal and customer—and worked with outside branding agencies throughout 2019 to develop a list of over 800 names to consider. Koozie Group was selected because the spirit of the flagship Koozie brand clearly aligns with the company’s goal of providing useful solutions that evoke positive vibes and spark lasting memories. Despite the name having roots in drinkware, Koozie Group will still provide an assortment of products, categories and 40-plus brands, including BIC writing instruments.
Melissa Ralston, chief marketing officer at BIC Graphic NA, adds, “Our organization flourished under the BIC Graphic name for over 50 years, and we were predominantly known for writing instruments. We’ve expanded our abilities and are evolving as a company, so it makes sense to have a name that best reflects our vision and mission.”
The Koozie Group name was announced to all BIC Graphic NA employees in January. Beginning in September 2019, an internal taskforce of team members representing all departments has been developing a thorough transition plan encompassing all areas of BIC Graphic NA’s operations. BIC Graphic NA has already begun switching to Koozie Group at its facilities and within its internal messaging.
The supplier says that the move to Koozie Group ushers in a more friendly, forward-thinking approach at the company. It is also adopting the tagline “Keep the Good Going,” which is intended to reflect an updated purpose to provide long-lasting promo solutions that insulate a brand’s image and preserve a best moment, and implementing a social impact and sustainability commitment program for 2021 that they call “Keep it Give it.”
In addition to separating the supplier from its previous parent company, operating under the new name once again opens selling opportunities outside the U.S., Canada and approved territories which was part of the sales agreement between BIC Consumer and H.I.G. Capital limited international sales while the organization was operating under the name BIC Graphic.
More information about the changes happening at BIC Graphic/Koozie Group can be found at bicgraphic.com/US/change-for-good through the remainder of 2020, and then at kooziegroup.com starting January 1.
