Bic rewrites apology for South African Women’s Day campaign

An image the company shared via social media encouraged women to ‘look like a girl’ and ‘think like a man.’ It was not well received.

The Bic pen brand is in trouble with women again this week.

You may recall a few years back when Bic released a new line of pink pens designed “to fit comfortably in a woman’s hand.” The ensuing backlash led to an official apology from the brand and some pretty hilarious reviews on Amazon.

In an effort to celebrate National Women’s Day in South Africa, the global brand created an image that was shared through its social media pages.

Unfortunately for Bic, the image was more insulting than celebratory. It reads:

Look like a girl Act like a lady Think like a man Work like a boss

This message has raised the ire of women everywhere, from the notion that women should look like little girls to impress, to the idea that a brand should tell women to act ladylike. The absolute insanity of instructing women to think like a man in order to work like a boss; there really is no end to the epic failure of this ad.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.