When Bic told women to “Think like a man” →

August 12, 2015 |

Marisa Bate takes Pen manufacturer Bic to the woodshed on account of their incredibly tone-deaf ad campaign on National Women’s Day:

That all changed around 10am yesterday. The internet caught wind of Bic’s #HappyWomensDay campaign and the maker of the world’s most inconsequential stationery became the internet’s Most Sexist Thing Ever in a couple of moments.

The advert shows a woman smiling, with the phrase “Look like a girl, Act like a lady, Think like a man, Work like a boss”.

I forwarded it on to two colleagues who had an identical response: “Is this a joke?”

Funny thing is, at the end of the day the joke was on Bic. In a matter of minutes, thousands of responses from all over the Internet ranged from hilarious to downright scathing.

Here’s hoping that, at the very least, Bic’s executives learn something from this. Although, if the company’s history is anything to go by, chances are slim.