They probably wish they had done this in pencil.
After posting the image on the left for Women's Day, Bic South Africa (why does Bic delineate countries? Don't we all use pens the same way?) wound up on the receiving end of a torrent of Internet rage. That rage was directed at the message that women should "Look like a girl / Act like a lady / Think like a man / Work like a boss." Caving under pressure they issued the following statement:
"We would like to apologise to all our fans who took offense to our recent Women's Day Post. We can assure you that we meant in the most empowering way possible and in no way derogatory towards women. We took the quote from a "Women in Business" blog site."
What is the most empowering way possible for a grown woman to take the advice that she should look like a girl and think like a man? Would that help me use a pen? I've been holding my pen with my boobs and it strains my back.
The wrongheadedness of this campaign is pretty low-hanging fruit for petty mockery, but the super frustrating part of this is the fact that no one in that ad sales brainstorming session thought, "Hmm, this is f*cked up." This was expressed on Twitter by many:
This isn't even the first time this decade Bic has been accused of being sexist! In 2012, Bic also introduced a pen "for her" that led to some pretty hilarious Amazon reviews:
They promise, though, that THIS time, they really get it:
Slowly, but surely, women will explain that they're human beings to every corporation in the world. Then we can start convincing the government!