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Bic for Her: the pitfalls of gendered marketing
The Hustle Daily Show
Gendered marketing missteps by Bic with 'Bic for Her' pens and a controversial ad campaign
Exploring Bic's unsuccessful attempts at gendered marketing with 'Bic for Her' pens and their controversial South African ad campaign, leading to a backlash and prompting the company to revert to gender-neutral pen marketing.
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