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Branding Fail: Ellen Mocks Bic’s ‘For Her’ Line

Let’s get the obvious out of the way: Bic’s “For Her” pen series was a really dumb idea. Why, exactly, would women need a different sort of writing utensil—not to mention a premium pen that costs nearly twice as much as the company’s other, 99% identical products? Are we to assume they’re all “For Him”? Bic’s big selling point: this revolutionary line was “designed to fit a woman’s hand”–whatever that means.

For once, we see the inevitable internet outrage as completely justified–this is one of the more condescending exercises in “brandering” (we just made that up) that we’ve seen recently. Forbes even tried to figure out what the hell Bic was thinking and came up empty-handed. 

Here’s the good part: The always-funny Ellen Degeneres caught wind of the stupid story when Bic had the…balls to try recruiting her as a spokesman. She was so peeved that she took four minutes on her show this week to shame the company with a monologue and a fake commercial. We would write more, but we’d rather just let this bit stand on its own:

Touché! (For some more clever takedowns, check out the product’s Amazon page.)

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