But does it work?

Act like a lady, think like a man… Does topical advertising work?

Stationary brand Bic South Africa received an instant backlash on social media after it posted on its Facebook page an image of a woman in a suit with her arms folded across her chest, next to this message:

The Money Show’s Bruce Whitfield interviewed Branding and Advertising Expert Andy Rice, who looked at whether or not topical advertising works.

Scroll down to listen to the audio.

These companies are trying to attach the narrative of a separate event to their brands.

Andy Rice (branding and advertising expert )

I can’t understand the Bic advertisement! It’s a shocking commentary on their strategic capabilities. It’s a weird and wonderful piece of bad branding.

Andy Rice (branding and advertising expert )

When topical advertising works it works very well.

Andy Rice (branding and advertising expert )

Is Bic sexist by nature? Watch this video...


Recommended

by NEWSROOM AI

702 welcomes all comments that are constructive, contribute to discussions in a meaningful manner and take stories forward.

However, we will NOT condone the following:

  • Racism (including offensive comments based on ethnicity and nationality)
  • Sexism
  • Homophobia
  • Religious intolerance
  • Cyber bullying
  • Hate speech
  • Derogatory language
  • Comments inciting violence.

We ask that your comments remain relevant to the articles they appear on and do not include general banter or conversation as this dilutes the effectiveness of the comments section.

We strive to make the 702 community a safe and welcoming space for all.

702 reserves the right to: 1) remove any comments that do not follow the above guidelines; and, 2) ban users who repeatedly infringe the rules.

Should you find any comments upsetting or offensive you can also flag them and we will assess it against our guidelines.

702 is constantly reviewing its comments policy in order to create an environment conducive to constructive conversations.

Read More
BIC pens the 'worst Women's Day ad'

BIC pens the 'worst Women's Day ad'

BIC has received a flood of complaints over its Women's Day advert. Stephen spoke to writer, Rebecca Davis to weigh-in on this.

Does the perception of “Brand South Africa” matter?

Does the perception of “Brand South Africa” matter?

Do country brands matter? And, if so, how can we improve ours? We interviewed ad expert Andy Rice.

Big Brother knows who you are (and what you like) and wants to sell you stuff

Big Brother knows who you are (and what you like) and wants to sell you stuff

What is "Big Data" and can it help marketers sell their wares? We interviewed Branding and Advertising expert Andy Rice.

Do ad awards (e.g. The Loeries) matter? And do winning campaigns typically work?

Do ad awards (e.g. The Loeries) matter? And do winning campaigns typically work?

It may win awards, but does it sell products? We interviewed Loeries CEO Andrew Human.

Do advertorials (aka “sponsored content") and infomercials work on you?

Do advertorials (aka “sponsored content") and infomercials work on you?

They (sort of) look and feel like normal articles, but they’re actually advertisements. Andy Rice on whether or not they work…

Watch these funny advertisements. Do they work?

Watch these funny advertisements. Do they work?

Advertising expert Andy Rice analyses a few funny advertisements and discusses the effectiveness thereof.

Music is worth a thousand words, but does it work in advertising?

Music is worth a thousand words, but does it work in advertising?

Music makes advertisements more entertaining and memorable (who doesn't have jingles stuck in their head?). But does it work?

Mercedes vs. BMW… Samsung vs. Apple… Does comparative advertising work?

Mercedes vs. BMW… Samsung vs. Apple… Does comparative advertising work?

Branding and Advertising expert Andy Rice unpacks comparative advertising and the effectiveness thereof.

Yes, we can!  Fight back! Do these political campaigns work?

Yes, we can! Fight back! Do these political campaigns work?

Hillary for US president! Andy Rice talks about political campaigns; which ones worked and those that failed.

Does product placement in movies work? And is it ethical?

Does product placement in movies work? And is it ethical?

Branding and Advertising Expert Andy Rice discusses product placement and whether or not it’s a good (and ethical) idea.

Company CEOs increasingly feature in advertisements, but does it work?

Company CEOs increasingly feature in advertisements, but does it work?

Does it enhance a company's reputation to feature its CEO in its advertisements? We interview Branding expert Andy Rice.

Popular articles
Are you ready to 'Walk the Talk' with 702 & MTN?

Are you ready to 'Walk the Talk' with 702 & MTN?

The annual MTN Walk the Talk with 702 takes place on 22 July this year, under the theme 'Walking for South Africa'.

From Cape to Cairo: 80-year-old Julia travels to Egypt using 20-year-old car

From Cape to Cairo: 80-year-old Julia travels to Egypt using 20-year-old car

‘It took approximately 4 – 5 months because I had to make some stops on the way for repairs.' - Julia Albu, the African Conquest

Madiba’s private secretary Zelda la Grange opens up about money (hers and his)

Madiba’s private secretary Zelda la Grange opens up about money (hers and his)

Bruce Whitfield interviews La Grange about her and Madiba's attitude to money (hopes and fears, successes and failures, etc.)

Unravelling Gupta links revealed in Parliamentary Eskom inquiry

Unravelling Gupta links revealed in Parliamentary Eskom inquiry

Journalists Sikhonathi Mantshantsha and Kyle Cowan discuss just how the Guptas and their associates helped capture Eskom.

How to make money through ‘buy-to-let’ (using very little of your own money)

How to make money through ‘buy-to-let’ (using very little of your own money)

Bruce Whitfield interviews Francois Janse van Rensburg, author of “Making Money through Buy-To-Let in South Africa".

An expert guide on 'hotwifing' and 'cuckolding' in the bedroom

An expert guide on 'hotwifing' and 'cuckolding' in the bedroom

Clinical sexologist Dr Eve shares insights into sexual fetishes and how partners negotiate them in their bedroom and relationship.

MTN Walk The Talk with 702: Get your entries in and be part of a united Joburg!

MTN Walk The Talk with 702: Get your entries in and be part of a united Joburg!

Join Joburgers from all walks of life come together peacefully, united in their diversity for a fun family day out.

3 easy questions could bag you R2000!

3 easy questions could bag you R2000!

WIN R2000! But only if you can prove you're a whiz of the MTN Biz Quiz by answering the following three questions...

Blesserfinder: Matching you with a sugar daddy near you

Blesserfinder: Matching you with a sugar daddy near you

Is social trend Blesserfinder, where girls are allegedly matching up with rich 'benefactors' in exchange for sex, a real thing?