Meet Sam Hart, the ‘Pen-fluencer’ Behind the BIC® Intensity® Clic™ Gel Pen Viral Moment
When Sam Hart (@thesam_show) posted a TikTok about her favorite pen, the BIC® Intensity® Clic™ Gel Pen (Item #ICLGEL), she didn’t expect over 10 million views. On a recent visit to Koozie Group® headquarters, Hart said, “My videos are hit or miss. Some will get millions of views; some will get 400 views. So, I was really like, this one’s probably gonna be a flop.” Boy, was she wrong! Now dubbed a ‘pen-fluencer’ by some of her followers, Hart has been riding the viral wave since her initial post on April 30.
Hart’s original TikTok didn’t even mention the name of the pen, which may have been what grabbed so much attention. Hart said the omission wasn’t intentional, but it turned out to be a good strategic move. Commenters pleaded with her to reveal its name; some were able to guess the pen she was talking about because of their own obsession with the same writing instrument.
Turns out the BIC® Intensity® Clic™ Gel Pen is only available in the promotional products market. And, because Koozie Group is the exclusive supplier of BIC® writing instruments in the US and Canadian promo markets, new fans couldn’t just hop online and order one.
Hart’s followers got creative to get their hands on THE pen. Some ordered samples from distributors (one distributor received 1,200 sample requests in 48 hours) while others formed on-the-fly buying groups to place bulk orders. Distributors also seized on the viral moment, setting up TikTok stores and turning to their social media channels to capitalize on the buzz around the ICLGEL. The consumer arm of BIC got in on the action, too, teasing an Amazon release that sold out almost immediately.
Koozie Group invited Hart to tour our Clearwater, Florida, facility for a behind-the-scenes look at promotional pens. She met with teams in manufacturing, marketing, and product innovation and learned about the anatomy of a pen, discovered more about ink systems, and saw how a pen is made from start to finish. Afterward, Hart said, “I just truly had no idea how something like this works – how much thought and attention it takes to keep things moving on a factory floor and to produce such high volumes of product.”
During her factory tour, Hart followed a very special order of the ICLGEL – a white version imprinted with the slogan “Thanks for Helping Us Write Our Love Story.” The pen, along with custom Koozie® can coolers that Hart also got to see in production, will be special souvenirs for her upcoming wedding. Hart says she’s set for life now with all the BIC® Intensity® Clic™ Gel Pens she received. “I have so many of the best [pens]. I’m, like, when I die, bury me with these pens. I can just picture it…. By that time, we’ll probably have coffins made out of recycled pens. It’ll be perfect.”
Follow Hart on TikTok @thesam_show. You can view all her pen-related posts here:
The OG post: https://www.tiktok.com/@thesam_show/video/7363789726303653163
Revealing the name of the pen: https://www.tiktok.com/@thesam_show/video/7364033187980381483
Unboxing her swag from Koozie Group: https://www.tiktok.com/t/ZPRKLBxde/
Tour at Koozie Group® HQ: https://www.tiktok.com/@thesam_show/video/7376375113026915614