Stabilo highlights where Bic went wrong with its ‘Think like a man’ tweet

Stationary firm Stabilo has taken a stab at rival Bic over its nightmare PR fallout, mocking it for a sexist tweet sent by its South African department.

The response was to an ad from Bic on social media which urged women to “Look like a girl, act like a lady, think like a man, work like a boss”. It was shared on Sunday evening just in time to ruin #WomensDay.

In a classic case of tactical marketing, rival firm Stabilo issued the counter-ad stating “look how you want, act how you want, think how you want, work like a BOSS,” in what is a more forgiving approach to women in the workplace to say the least…

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

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