Pen company Bic posted a picture supposedly showing their support for the South Africa Women's Day on August 9.
A report from CNN said that sadly, instead of them getting a lot of hurrahs and cheers, the pen company had to write an apology for the negative impact it had on society, especially towards women.
A Twitter user uploaded the controversial poster that had the (sadly) memorable line, "Look like a girl, Act like a lady, Think like a man, Work like a boss."
"Look like a girl" "Think like a man" #Bic fails spectacularly with this #happywomensday ad. pic.twitter.com/G9avXp4MoV
— Rebecca LeBard (@rlebard) August 12, 2015
This message was considered sexist by many people and sparked a lot of backlash to the pen company.
For their part, Bic was quick to write an apology on their Facebook account.
"Hi everyone. 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," Bic South Africa writes.
"This post should never have gone out. The feedback you have given us will help us ensure that something like this will never happen again, and we appreciate that."
Some Facebook users have responded to the apology that the pen company wrote.
"The sad thing in this story is that apologies make no difference. The real problem here is the mentality behind the creation of the advert, which believes women should invest in their looks ... and in emulating men in order to be recognised and achieve success," a Facebook user, Arianna Baldo, writes.
"This concept looks like it was developed by 70 year old men in the 1950s," she adds.
It is clear that what the company posted has caused quite a stir on the internet.
Apparently, the Bic poster became so offensive, or at least sexist to many, that even men responded.
"The worst, sexist, ageist, out of touch advertising I have seen in ages!" said Douglas Graham Wilson.
On Twitter, user JanetBr gender-reversed the poster, then posted it.
I think the litmus test for brands should be if would it work if the roles are reversed. #absurd, isn't it? #BIC pic.twitter.com/JoGGmtYJSi
— JanetBr (@janetbr) August 11, 2015
The controversial poster was Bic's ad in support of the celebration of the South Africa Women's Day. According to Cape Town Magazine, the holiday, annually celebrated on August 9 of each year, is a public holiday that pays homage to all the women who fought against the Apartheid government.
However, it seems that because of what happened, women and even men are now fighting against the sexist remarks made by Bic's failed marketing.
