For Woman’s Day in South Africa, pen manufacturer BIC decided to post a message to female customers on social media… Straight out of the 1950s.
I can’t decide what I have more trouble with: the fact that somebody thinks this message is “empowering”, or the idea that BIC are still pulling this shit, even though they received plenty of criticism for a similar stunt in 2012, when they released a line of pink ‘For Her’ pens.
What do we learn from this fiasco? Marketing creatives, take note: when you’re making an ad targeted to women, flip it. If it reads like ridiculous parody, it’s probably a bad advert.
Here’s one I made earlier.
BIC, publish this advert. I dare you.