Bic playing a clever game

Tongue firmly inserted in cheek ( I hope) Bic have launched a new product this week through Amazon – the “Bic for her – pens for ladies” . When this was first drawn to my attention less than one hour ago, there were 18 reviews of the product – mostly funny and all ironic. There are now over 90 and counting. They are well worth a look – not least this “one star” review from a lumberjack:

I bought this pen (in error, evidently) to write my reports of each day’s tree felling activities in my job as a lumberjack. It is no good. It slips from between my calloused, gnarly fingers like a gossamer thread

Never has bad publicity seemed so good!

By close of play today, thanks to the wonders of social media – people will be urging their friends to ‘have a go’ at reviewing the product. They will be trying to outdo each other for wit and irony. And all the while, Bic will smile and smile. Last week I blogged on the spectacular evolution of the humble biro as an instrument of high art. Here we have publicity as a skill of jungle survival in a world under economic threat.

If Oscar Wilde was right that “The only thing worse than being talked about is not being talked about.”, then Bic have nothing to fear today.

I know I am adding weight to the publicity juggernaut by blogging this, but I simply can’t resist.

Bic, you have made me smile…and can I have a free pen please?

Image: Amazon