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Bic Pen Ads Take Another Misstep

bic adI feel bad for the people who have to make Bic pen ads.

They just can’t seem to get it right when it comes to women.

Remember the “Bic For Her” campaign a few years ago? The French pen brand launched a version of the classic Cristal with pastel colors and a thinner barrel it said was supposed to fit a woman’s hand.

That did not go over well. Reviewers on Amazon savaged the Bic For Her with snarky comments and questions like, “Do you have any special pens for ‘that time of the month?’” And the reaction to Bic’s pen made news around the world, especially when the company was slow to respond.

Now Bic pen ads have stepped in it again with a campaign in South Africa. Continue reading