Sunday, August 16, 2015

216.8 - Clown Award: Bic Pen company

Clown Award: Bic Pen company

And now a regular feature, the Clown Award, given as always for some act of meritorious stupidity.

This week the Big Red Nose this week goes to the Bic pen corporation for what only be described as a truly epic fail.

The company put out an ad in South Africa supposedly intended to celebrate Women’s Day there.

The picture shows the ad.

In case you can't see it, the text reads "Look like a girl, act like a lady, think like a man, work like a boss. #HappyWomensDay."


Forgetting the advice "when you're in a hole, stop digging," the company responded two days later by taking down the ad with a post with the classic non-apology saying it apologizes to "all our fans who took offense" (not "we're sorry we did something offensive," but "we're sorry you took it that way") and saying the text was meant "in the most empowering way possible."

The company then tried again, taking down that post and replacing it with one saying "we're incredibly sorry for offending everybody," which is at least closer to a genuine apology, one that acknowledges that you did something wrong, and thanking people for their "feedback" which will "help us ensure that something like this will never happen again."

Which would be more convincing if it hadn't happened before, back in 2012, when the company brought out "Bic for Her," pens in pink and purple "designed to fit a woman's hand."

The Bic pen company. Didn't get it then, probably doesn't get it now. Bic. What a bunch of clowns.

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