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Pen company apologizes for this offensive message to women

August 13, 2015, 3:29 PM UTC
100 Years Anniversary Of The Invention of Bakelite
LONDON - MAY 22: A chandelier made out of Bic biro pens is shown at the 100 Years of Plastic exhibition at the Science Museum May 22, 2007 in london. The exhibition is a celebration of plastics timed to coincide with the 100th anniversary of Leo Baekeland?s invention of Bakelite, the world?s first entirely synthetic material. (Photo by Bruno Vincent/Getty Images)
Photograph by Bruno Vincent — Getty Images

Pen company Bic’s South African branch posted — and quickly deleted — a social media fail from its Facebook (FB) page. On the country’s National Women’s Day, the account posted an ad to celebrate the occasion which totally backfired.

“Look like a girl. Act like a lady. Think like a man. Work like a boss,” the post proclaimed alongside the image of a woman in a business suit. People responded that the post was sexist, and not at all empowering to women as intended.

Although the post has since been taken down, one Twitter user re-posted it:

Bic apologized for the ad’s language: “Let’s start out by saying we’re incredibly sorry for offending everybody – that was never our intention, but we completely understand where we’ve gone wrong,” read a post on Facebook. “This post should never have gone out.”