Pen maker Bic has been forced to apologise after an online advert urging women to “think like a man” sparked protests.
The company posted the image to its South African Facebook page to mark National Women’s Day, featuring a woman in suit next to text reading: “Look like a girl, act like a lady, think like a man, work like a boss.”
The image sparked outrage when it was posted online and the post immediately drew criticism from people both within the country and from around the world for being sexist.
Bic initially defended the image, saying the slogan was borrowed from a women’s business blog but shortly afterwards the firm deleted the post and apologised.
It is not the first time Bic has been accused of sexism, with the launch of a pink “for her” pen in 2012 slammed for promoting out-of-date stereotypes.