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…

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.