![She'll The "Shell" gasoline company logo rewritten as "she'll" next to a gas pump with the logo visible.
The article explains the "she'll" campaign.](https://i.kym-cdn.com/entries/icons/mobile/000/033/125/shell.jpg)
She'll
Part of a series on International Women's Day. [View Related Entries]
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Overview
She'll refers to an advertising campaign by the oil company Royal Dutch Shell, better known as "Shell," done to celebrate International Women's Day on Sunday, March 8th, 2020. The campaign saw the company changing the name of participating gas stations to "She'll," a reference to the contraction of "She Will." Many online, however, criticized the campaign as an empty gesture.
Background
International Women's Day was first held on February 10th, 1910 by the Socialist Party of America.
On March 6th, 2020, a video advertisement announcing the campaign went viral on Twitter (shown below).
wait for it.. pic.twitter.com/t3PlPj9v6j
— wheels (@wheelswordsmith) March 6, 2020
Developments
Online Reaction
Online, the advertisement was met with criticism. Twitter[1] user @elenapodge tweeted, "woke capitalism is a JOKE & the people involved in these marketing ploys are evil," echoing the sentiment of others who were not pleased with the campaign (tweet shown below, left).
Meanwhile, others were unsure as to whether or not the post was a parody. The comedy account @theyesmen tweeted that they were behind the prank, but this was quickly disproven (shown below, center and right).[2][3]
![woke capitalism is a JOKE & the people involved in these marketing ploys are evil @elenapodge woke capitalism is a JOKE & the people involved in these marketing ploys are evil Shell Shell to Become She'll for International Women's Day The name change is part of the She Will initiative, which highlights the company's dedication to a gender balanced . S csnews.com 0 Shell 3:31 PM · Mar 6, 2020 from Texas, USA · Twitter for iPhone](https://i.kym-cdn.com/photos/images/newsfeed/001/778/470/ef4.png)
![O.M.G. everyone fell for this. Hahaha #yesmenwinagain https://cstoredecisions.com/2020/03/05/shell-launches-she-will-initiati The Yes Men @theyesmen O.M.G. everyone fell for this. Hahaha #yesmenwinagain cstoredecisions.com/2020/03/05/she... Hint: look at the site registration. Shell Shell Shell Launches 'She Will' Initiative for International Women's Day. - CStore D.. In time for International Women's Day on March 8, Shell is becoming She'll. The She'll logo is being featured at a station in San Dimas, Calif. – a site run . 8 cstoredecisions.com 4:27 PM - Mar 6, 2020 · Twitter for Android](https://i.kym-cdn.com/photos/images/newsfeed/001/778/471/637.png)
![Sigh, ok here's what's really happening: Yes, it's a real campaign from agency Wunderman Thompson for Shell. No, it wasn't David Griner @griner Sigh, ok here's what's really happening: Yes, it's a real campaign from agency Wunderman Thompson for Shell. No, it wasn't a hoax by The Yes Men. They're lying as a gag to take credit for the backlash. cc @samgavinLA Sam Gavin The Yes Men e @theyesmen GsamgavinLA O.M.G. everyone fell for this. Hahaha lyesmenwinag I've deleted this tweet since @theyesmen have cla cstoredecisions.com/2020/03/05/she. Hint: look at the site registration. responsibility. |Shell Sam Gavin samgavinLA h This is a hall-of-fame press releese l just gotShell is becoming S International Women's Day, showing that by just adding an apostro their name, small gestures can motivane and celver big messages Shell Shel Shell Launches She W Initiative for International Women's Day. - CSto In time for International Women's Day on March 8, Shell is becoming She The She'l logo is being featured et a station in San Dimas, Caif. - a site O estoredecisions.com O 284 ta r09 O 29K 5:49 PM - Mar 6, 2020 · TweetDeck](https://i.kym-cdn.com/photos/images/newsfeed/001/778/473/3a0.png)
Media Coverage
Several media outlets covered the campaign, including AdWeek,[4] CBS,[5] Daily Dot [6] and more. Jacobin[7] magazine criticized the campaign. They wrote, "The rebranding isn’t exactly breaking new ground for international oil companies like She’ll, SHEvron, EXXonMobil, or Saudi HERamco -- which regularly break literal ground on new oil and gas extraction despite it being plainly out of step with millions of people’s collective hope for a habitable future. After its Deepwater Horizon spill killed eleven people in 2010, BP briefly rebranded as “Beyond Petroleum” before switching back to its original name amid criticism and divesting heavily from renewables."
On March 9th, VICE[8] published an article about visiting a "She'll" station (picture below). They wrote, "It was a relief to confirm that the She'll was real and not some collective hallucination of Twitter users. It was also nice to know that at least one She'll employee seemed to be happy with it, since it's unlikely anyone else will really figure out what's going on."
![She'll pump O Shell 10 Shell #MakeTheFuture gender balanced. OP phs OSh VE at %2. Gallons SAVE 10/GAL KI Gasoline Diesel 2 Regular Plus V-Powe 87 89 91 #MakeTheFuture gender balanced.](https://i.kym-cdn.com/photos/images/newsfeed/001/778/475/37c.jpeg)
Search Interest
External References
[1] Twitter – @elenapodge's Tweet
[2] Twitter – @theyesmen's Tweet
[3] Twitter – @griner's Tweet
[4] Adweek – Yes, Shell Is Changing Its Name to She’ll for Women’s Day
[5] CBS – Female-Owned Shell Gas Station In San Dimas Becomes ‘She’ll’ For International Women’s Day
[6] The Daily Dot – Shell Oil Gets Mocked For Changing Station Name To “She’ll” For International Women’s Day
[7] Jacobin – We're in She'll
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Top Comments
NUTMAN
Mar 09, 2020 at 04:32PM EDT
VinchVolt
Mar 09, 2020 at 04:54PM EDT