Search icon


11th Aug 2015

PIC: BIC Released A Ridiculously Sexist Ad For South Africa’s Women’s Day

Prepare to feel annoyed.


While most brands see the need not to alienate one sex, others just can’t help themselves.

Celebrating South Africa Women’s Day, BIC decided to release a social media post that was attempting to be motivational…

But they got it wrong. Very, very wrong.

The ad read:

“Look like a girl, Act like a lady, Think like a man, Work like a boss”

BIC ad 1

Needless to say, the company faced a massive backlash, being labelled sexist for their efforts.

Attempting to address the issue, BIC drafted a second social media post – this time apologising:

Bic ad2

Somehow, we doubt the social media manager was a woman in this case…

This isn’t the first time the BIC brand has been accused of sexism, after they provoked widespread ridicule for designing a range of pink and purple pens just ‘for her’.

The pens, were advertised exclusively for women, promise “smooth writing” and came in a box of twelve.

BIC Her pens

Although they wrote in both blue and black ink just like the ‘man’ pens, they were promoted as “designed to fit comfortably in a woman’s hand”, with an “attractive barrel design available in pink and purple.”

Amazon was also flooded with reviews for the BIC for Her pens, with one customer writing:

“Before these pens, I was nothing. I was a mere inconsequential woman, stumbling around writing nonsense with big pens that made me look ridiculous.

“I could barely write my name without having to sit down afterwards, it’s nine letters long and thus really takes it out of me when writing with a normal pen designed for men.

“But now… the whole world looks different. I cannot recommend this pen enough. It won’t just change your handwriting. It will change your life.”

Even Ellen waged in on the debate, ridiculing the company’s bizarre marketing attempts:

Video via TheEllenShow

We can’t wait to hear what she’ll have to say about this.

Hat tip to our brothers over at via Sunday Times for this one