Bic asked us to create a new bottle for Wite•Out that would be easy to open. We not only did that but took it a step further and redefined the correction fluid category as well as established it as the brand leader. The bottle is the first oval to be used in this category helping the user to hold it securely when opening the cap and also providing Bic with a unique shape that presents much more surface area to communicate the Wite•Out message.