It seems Bic continues to have trouble talking to women. The pen maker, which was ridiculed a few years ago for it’s absurd “Bic for Her” pens, failed spectacularly in South Africa this week, posting an ad on social media for national women’s day that drew some swift criticism that later led to an apology by Bic.
Pretty much all the lines on this ad seemed infuriating to women and the internet reacted mercilessly to the brand’s misstep. Bic made things even worse by trying to defend itself in posting an apology then deleting it, only to post a second apology thereafter, which further angered people.
The first apology read: “Hi everyone. Let’s start out by saying we’re incredibly sorry for offending everybody – that was never our intention, but we completely understand where we’ve gone wrong. This post should never have gone out. The feedback you have given us will help us ensure that something like this will never happen again, and we appreciate that.”
Close call Bic, but not close enough!