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

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By John McCarthy | Media editor

August 12, 2015 | 3 min read

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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