Pen maker Bic is apologizing for an ad posted to social media on South Africa’s Women’s Day that has been deemed sexist.
Reuters reported that in celebrating the country’s Women’s Day on Sunday, the pen company decided to put out an ad on its Facebook page with a woman a woman smiling in a suit. The picture was accompanied with the caption, "Look like a girl, act like a lady, think like a man, work like a boss. #HappyWomensDay”
The “think like a man” part wasn’t appreciated at all especially on such a holiday and after receiving backlash for the post, the company issued an apology.
"We’re incredibly sorry for offending everybody — that was never our intention, but we completely understand where we’ve gone wrong,” Bic posted on its South Africa Facebook page.
"This post should never have gone out," the company added. "The feedback you have given us will help us ensure that something like this will never happen again, and we appreciate that."
The Associated Press noted that Bic also put up, but later deleted, a post attempting to justify it’s reasoning for the ad saying that it was actually meant to be empowering to all women.