An Unexpected and Amusing Response to Bic “For Her” Pens!

Written By: Amanda Trombly

Have you seen the new product Bic has recently launched? The company known for products such as razors, lighters and pens has broadened its horizons by introducing a “pen for women” into the market. Supposedly, the pen is designed for women because it is thinner and “prettier” than regular pens. The pens come in shades such as pink and purple; and the packaging somewhat resembles that of a tampon box.  If you’re thinking that a pen designed for women is a bit ridiculous, you’re not alone. Hundreds of Amazon members quickly posted snarky, sarcastic reviews for the pens shortly after the product was launched.

One (fake) review reads: “After decades of struggling with massive man pens each day, my teeny tiny hands can finally manage the daily shopping list. Ironing is pure joy and massaging my husband’s feet is no longer the pure torture it once was.”

Another reads:  “I allowed my wife to write the grocery list with one of my pens. Shortly thereafter she went out and bought a bunch of flannel shirts, cut the sleeves off and grew a mullet. While she was writing her feminist manifesto, I secretly switched out the man pen with a Bic For Her. She’s now back to baking apple pies, vacuuming in heels, and popping bennies in order to keep her girlish figure… like a proper American gal. Thank you Bic!”

I thoroughly enjoyed reading the hundreds of clever reviews, but I’m curious how these reviews will affect the sales of the pens. Is it true that any type of publicity is good publicity? I’ll have to admit: when I saw them while I was back-to-school shopping, I nearly bought them just so I could joke about them with my husband. Perhaps I’m not the only one who wants to purchase the pens just for amusement purposes alone.

Surely Bic could not predict that their product would provoke internet “trolls” to post over 500 phony reviews. Yet, it happened; and the witty reviews have made national headlines. Amazon members have turned a typically “boring” product into an extraordinary internet event. In my opinion, Bic has a very unusual opportunity to capitalize on its recent unexpected notoriety. If you were a Bic marketing executive, how would you react (publicly or otherwise) to this product review phenomenon?

Click here to read the reviews.