Now Bic targets students with TV ad for its 'sexist' girls-only pen range
17:23 GMT, 11 September 2012
In a bid to cash in on back-to-school shoppers stationary manufacturer BIC has launched a TV commercial advertising its girls-only Bic For Her pen range.
The pink and purple writing tools which were launched last year, recently sparked a fresh wave of interest as hundreds of sarcastic consumer reviews which branded them sexist, came to light.
And now the new ads, which show a school girl refusing black and blue pens offered by her male peers but snapping up the 'stylish' pink pen given to her by the Bic mascot, are likely to provoke further ridicule.
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Overjoyed: A schoolgirl can't contain her excitement after being given a pen from the Bic For Her pen range
Once being handed the pen the teenager promptly gives the Bic Man a kiss on the cheek as a thank you, while the voice-over sounds: 'With its fabulous styling and smooth writing, Bic For Her is
the only choice.'
It is unclear why Bic believes women need a specially-designed pen, though a product description on the site says it has a 'thin barrel to fit a women's hand', and an 'elegant design – just for her!'
The product, which is available in an array of pastel hues, is being marketed in a serious way, but the ridiculous concept has not gone unnoticed by shoppers, and dozens of consumers have taken to Amazon to post hilarious remarks.
Overwhelmed: The school girl gives the Bic Man a kiss on the cheek after he hands her a Bic For Her pen
The ridiculous concept has not gone unnoticed by shoppers, and dozens of consumers have taken to Amazon to post hilarious remarks
E Bradley from New York writes: 'I love BIC Cristal for Her! The delicate shape and pretty pastel colors make it perfect for writing recipe cards, checks to my psychologist (I'm seeing him for a case of the hysterics), and tracking my monthly cycle.
'Ask your husband for some extra pocket money so you can buy one today!'
Meanwhile Madeleine B from Boulder, Colorado is less enthused with the product as 'they dot every “i” with a little heart.'
Just for women: Bic For Her has sparked a wave of hilarious customer comments on its Amazon product page
'They also won't make periods at the
ends of sentences; it's a question mark or exclamation point every time,
also dotted with hearts – SUPER annoying.'
Bay Area Guy added on Amazon.com: 'My girlfriend had a pack of these laying out and, needing a pen, I picked one out and began using it. Now that I see its just “for her” I feel weird, deviant, and ashamed.
'Does writing with a Bic For Her make me a crosswriter Just hope I can afford the weeks of therapy I'm going to need to regain my manhood.
'Well, that's about it…time to do an Amazon search for a drum and a loincloth so I can head into the woods and feel manly again!'
The Bic Cristal is the most widely sold pen in the world and as of 2004 one hundred billion had been manufactured.
They are currently mass-produced and sold by Socit Bic of Clichy, Hauts-de-Seine, France.
The pens have reached the UK market too, where one sarcastic Amazon.co.uk customer wrote: 'Oh! I am not worthy of such a delicate, pastel-shaded lady-pen. I'm afraid you'll give me the vote soon and all sorts of other ghastly manly things.
'How will I be able to waft about in pink negliges and please my Master's every whim in good conscience then I don't want my own mortgage or to be able to go on working if I fall pregnant. I don't want to be allowed to drive a car or show my face in public.
'How unsuitable and unladylike! How could Bic place such onerous responsibilities on such frail creatures It's a disgrace against nature!'