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Posts Tagged ‘Bic’

Branding Fail: Tablet for Women Met with Cries of ‘Sexism!’

Remember Bic‘s disastrous “Bic for Her” line of pens? Well, get ready for the next installment of you’ve-got-to-be-kidding-us with this female-targeted “brandering.”

Ladies: Have you been dreaming of your very own tablet with which to organize your Stepford Wives lives full of nothing but recipe swapping, calorie-measuring and clothes shopping? Do you find yourselves bewildered by the complexity of the (obviously male-targeted) tablets currently on the market? Well then the ePad Femme is for you!

Manufactured by the Dubai-based Eurostar Group, the ePad Femme comes with every app any woman could ever want pre-loaded: the list includes such necessities as “Women’s Assistant” (the logo for which is a scale wrapped in a tape measure…gee, we wonder what that’s for), “Finest Perfume for Women,” “Clothing Size Conversion”, “Shopping List”, and “Our Groceries.”

Now, to be fair, we do have a Pinterest account that features boards dedicated to fitness, recipes, a dream closet, etc.–but we also have boards dedicated to our careers, our non-weight-obsessed hobbies and other interests.

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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.)