BIC Graphic North America has announced it will be changing the company name to Koozie Group beginning on January 1, 2021. The promotional products industry supplier has operated under the BIC® name since 1969 and has owned the Koozie® brand since 2009.
“We are evolving as a company, so it makes sense to change our name to best reflect our vision and mission,” said Melissa Ralston, chief marketing officer at BIC Graphic NA. “A new name separates us from our old parent company and aligns with our future business goals.”
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 their 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 the robust assortment of products, categories and 40+ brands that BIC Graphic is known for, including BIC® branded products.
“Changing to Koozie Group is a great move for us because it better explains what we aspire to be moving forward,” said David A. Klatt Jr., BIC Graphic NA chief executive officer. “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.”
The change to Koozie Group ushers in a more friendly, forward-thinking approach for the supplier. The new Koozie Group tagline, Keep the Good Going®, aligns with an updated purpose to provide long-lasting promo solutions that insulate a brand’s image and preserve a best moment. The organization is also implementing a social impact and sustainability commitment program in 2021 that they call Keep it Give it.
In addition to separating the top 10 supplier from their previous parent company, operating under the new name once again opens selling opportunities outside the U.S., Canada and approved territories. 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.
The Koozie Group® name was announced to all BIC Graphic NA employees earlier this year, in January. Beginning in September 2019, an internal task force including team members from all departments has been developing a thorough transition plan encompassing all areas of BIC Graphic NA’s business.
BIC Graphic NA has already begun switching to Koozie Group at their facilities and within their internal messaging, and will officially change the name on January 1, 2021.
More information about the changes happening at BIC Graphic/Koozie Group can be found at bicgraphic.com/US/change-for-good throughout the remainder of 2020, and then at kooziegroup.com starting January 1st.
Koozie® is a registered trademark of BIC Graphic North America. ©2020 BIC Graphic NA, Clearwater, FL 33760.