Branding Fail: Ellen Mocks Bic's 'For Her' Line

Let’s get the obvious out of the way: Bic’s “For Her” pen series was a really dumb idea. Why, exactly, would women need a different sort of writing utensil—not to mention a premium pen that costs nearly twice as much as the company’s other, 99% identical products? Are we to assume they’re all “For Him”? Bic’s big selling point: this revolutionary line was “designed to fit a woman’s hand”–whatever that means.