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…
— STABILOUK (@STABILOUK) August 12, 2015
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up