'Think like a man' ad sparks outrage
South African pen manufacturer, Bic has issued an apology after receiving backlash over a new advertisement that was aimed at celebrating Women's Day.
Bic posted an advertisement of a smiling woman in a suit alongside the caption "Look like a girl, act like a lady, think like a man, work like a boss #HappyWomensDay" on their Facebook page.
Social media users flooded the page with comments disapproving of the campaign.
Others took to Twitter describing the advertisment as 'sexist' and 'offensive.'
In another row, the stationery manufacturer received criticism in 2012 after introducing a range of pink pens reportedly targeted at a female audience.
The company removed the post and issued an apology, saying their intentions were not to offend audiences.
Here's the apology published on social media.
See responses to the advertisment below.
Apparently an ACTUAL ad? As if #HappyWomensDay wasn't patronising enough. @Bic_SA pic.twitter.com/knP7YYLKPV
— Vanessa Raphaely (@hurricanevaness) August 11, 2015
Hi what do you mean in your new ad that women should 'think like a man?' & 'acting like a lady?' @Bic_SA pic.twitter.com/yyz7hYXGUp
— Mbali Ntuli (@mbalimcdust) August 11, 2015
Unbelievable. I’m just going to leave this here and walk away. Businesses? DO BETTER. (Oi! @bic_sa. NO!) https://t.co/7Gisfwjr0R
— dorothy black (@dorothyblack) August 11, 2015
The @Bic_SA ad, was that real or done on purpose to cause social media outrage to make Bic trend? Like who is going to stop using Bic?
— Nomalanga Mkhize (@NomalangaSA) August 11, 2015