Bic apologizes for sexist advert on South Africa’s women’s day

Pen manufacturer Bic has apologized for a post on its South African Facebook page on Women’s Day that has been heavily criticized for being sexist.

bic-pens

Reuters

Bic’s post featured a picture of a smiling woman in a suit next to the caption: “Look like a girl, act like a lady, think like a man, work like a boss” and included the tag #HappyWomensDay. It was deleted after a welter of criticism.

Feminist activist Caroline Criado-Perez, who campaigned for a female face to be put on British banknotes, was among those who expressed their indignation on Twitter.

“What fresh hell is this?” she said, and then: “seriously? ‘think like a man’ … *stabs eyes out with bic pen*”.

Bic initially defended its position by saying the slogan was borrowed from a women’s business blog but later deleted the post and apologized.

“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.

The apology also elicited criticism online.

This is not the first time Bic has been accused of sexism. The launch of a pink pen “for her” in 2012 was criticized for adhering to out-of-date stereotypes.

6 Comments

  1. I still dont get how the advert was offensive

  2. Chabvondoka Mabvondore

    Offensive in the sense that it suggests that women dont think(represented by this beutiful smiling woman but unthinking) hence they need to ”think like man”

  3. lkkkk they women think like women. in this case bic wanted them to think like men. what’s wrong with that.

    the company was just forced into submission. kana vakadzi vakagara vachifunga sana baba vari deviant

  4. vanababa think with their brains vana mai with their hearts thats the diffference.. Vana mai they use emotions kumberi vana baba think zviri sober.. Vana mai vanopedzisira vaisa moyo panoda brain and make wrong decisions even complex ones panoda simple brains..

  5. vanababa think with their brains vana mai with their hearts thats the diffference.. Vana mai they use emotions kumberi vana baba think zviri sober.. Vana mai vanopedzisira vaisa moyo panoda brain and make wrong decisions even complex ones panoda simple brains.. Even the bible says they are weaker vessels.. They may deny that bt its true

  6. Hapana kana nyaya apa…Mazoiti ma bundle anotengwa sei

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