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Yes, Shell Will Become She’ll on International Women’s Day [Video]

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Social Media Marketing

Shell is giving itself a temporary name change for International Women’s Day, a move that—while part of a larger effort to highlight women in leadership at the company—has been mocked and criticized by many in social media today for seeming insincere.

At one Shell station in San Dimas, Calif., the brand will replace its logo with one that says She’ll to mark Sunday’s global day of recognition for women. The location was chosen for the activation because it is owned and operated by women who are, according to a statement about the campaign, “the largest distributors of Shell-branded oil in the state of California.”

Carrie Philpott, president of agency Wunderman Thompson Atlanta, said in a statement that she hopes the campaign will “continue to position Shell as a brand that supports and is invested in [its] female workforce. International Women’s Day is a great opportunity to shed light on this …

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