The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Bic Women South Africa

Bic pens apologises for Women’s Day ‘think like a man’ social media ad


By John McCarthy | Opinion editor

August 11, 2015 | 4 min read

‘Look like a girl, act like a lady, think like a man, work like a boss,’ was the sentiment issued on Sunday by Bic Pen’s South African Twitter account for #WomensDay.

Unsurprisingly, the company faced a backlash on social media with the seemingly innocuous brand receiving a barrage of criticism for the marketing material which stated that women have to ‘think like a man’ to get by in the business world.

After utterly backfiring on every level, the offending tweets and Facebook posts were deleted by Bic - but not before screenshots were taken.

As a result, Bic apologised for the campaign.

Hi everyone. Let’s start out by saying we’re incredibly sorry for offending everybody - that was never our intention,...

Posted by Bic South Africa on Tuesday, 11 August 2015

The response was unanimously hostile (read the screenshot below or browse through the Facebook embed above).

And unsurprisingly, the whole incident was mocked by photoshop savvy protestors.

Bic Women South Africa

More from Bic

View all


Industry insights

View all
Add your own content +