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...


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