Cautionary tales – Bic tells women ‘think like a man’

Author: CIMCOM

Oh dear. Bic’s message, designed to recognise and celebrate Women’s Day in South Africa has created a backlash of negative comments. So what was its advertising message? “Look like a girl. Act like a lady. Think like a man. Work like a boss.”

The ad was placed on the brand’s South African Facebook page. It’s been criticised across social media as being offensive and sexist. Bic has been quick to apologise.

See the report from CNN. #BicFail: Pen maker offends with women's day salute in South Africa

You can see consumer comments on Twitter #Bicfail. 

It’s a pretty unfortunate error of judgement. Especially as only a few years ago Bic became the object of derision on The Ellen Show, with US TV presenter Ellen DeGeneres, when it launched its special pens for women.

View: Bic pens for women on YouTube.