Why Bic for Her Pens Failed

Introduction

The first time I heard about this product “Bic for Her”, was on The Ellen Show. Talkshow hosts Ellen DeGeneres joked sarcastically about the new line of pens that received strong attention and sparked sarcastic comments from many. Its ridiculous slogans of “Look Like a Girl” and “Think Like a Man” received much online criticism for the brand’s misstep.

Assumptions

Bic made multiple wrong assumptions that led to the incessant mockery of its new pen line. First, they assumed women would be more inclined to purchase pens that more “suited their style”. They created a line of pens that came in purple and pink color ways, and advertised them as the “perfect accessory” to “add a touch of personality and a pop to your day with beautifully smooth writing and old, trendy designs”, as if a pen was everything besides a writing utensil.

The mistake in their reasoning lied in the fact they overlooked the blatant misogyny that lied in the message of their marketing. Instead of acknowledging and/or playing along with the public’s mockery of their pen line, Bic threw away what could have been a publicity opportunity or “saving grace” for their mistake by releasing a stern apology and forced diplomacy.

“We appreciate hearing honest feedback from all of our consumers, whether it is regarding a promotion, advertising campaign, or product. As a global consumer products company, BIC wants to hear these important comments.”

Conclusion

It is pretty hilarious that they did not realize the initial mistake behind their reasoning and assumptions, as the product was taken as a laughing stock to a community of Amazon buyers and the larger media. Companies can take this publicity mistake by Bic as a learning opportunity to do their research before releasing what could be a controversial product.