Company Regrets Nothing About Billboard Campaign

Brickl Brothers #RegretNothing about billboard campaign | Local | lacrossetribune.com

The #NoSnowflakes hashtags are coming down soon and in their place a local construction company will be use a new slogan: #RegretNothing.

West Salem-based Brickl Brothers put up two print and five digital billboards in the region as part of a spring hiring campaign for construction workers. The campaign uses nearly a dozen hashtags including #TrueGrit, #LifeSkills or #BoldlyForward, to highlight the kind of tough and hard-driving candidates the company is looking to hire.

The hashtag #NoSnowflakes was used on billboards located on Third and Jackson streets and along Interstate 90. Business Development Manager Greg Brickl said that hashtag will come down on those billboards Monday and #RegretNothing will take its place. He said the change is part of a rotation that will continue with #BoldlyForward before returning to #NoSnowflakes.

“The #RegretNothing hashtag is meant to convey that choosing a career in the construction trades is likely to reward an individual with useful, marketable skills and will definitely appeal to a candidate who desires frequent, strong and durable feelings of accomplishment,” Brickl said. “People who cannot build admire and need those who can build, and that’s something of which to be proud.”

The term “snowflake” is a disparagement of spoiled, lazy millennials, and is often applied to political liberals, college students and professors. The term got its pop culture start in the 1999 cult film “Fight Club,” in which the Tyler Durden character tells his crew of anarchist thugs, “You are not special. You are not a beautiful and unique snowflake.”