‘Look like a girl, act like a lady, think like a man, work like a boss,’ was the sentiment issued on Sunday by Bic Pen’s South African Twitter account for #WomensDay.
Unsurprisingly, the company faced a backlash on social media with the seemingly innocuous brand receiving a barrage of criticism for the marketing material which stated that women have to ‘think like a man’ to get by in the business world.
After utterly backfiring on every level, the offending tweets and Facebook posts were deleted by Bic - but not before screenshots were taken.
Enjoy the free publicity, Bic. pic.twitter.com/mexxJVLKOF
— Rupert Myers (@RupertMyers) August 11, 2015
As a result, Bic apologised for the campaign.
The response was unanimously hostile (read the screenshot below or browse through the Facebook embed above).
And unsurprisingly, the whole incident was mocked by photoshop savvy protestors.
That sexist Bic ad is applicable to the career of Christopher Biggins and literally nobody else. pic.twitter.com/nuSkvgkZap
— Ms Slide (@sliderulesyou) August 11, 2015
I tried to make that Bic advert a bit more relatable pic.twitter.com/d0YLcdqxXM
— TechnicallyRon (@TechnicallyRon) August 11, 2015
— Manfeels Park (@ManfeelsPark) August 11, 2015
I suppose we're just disappointed in BIC because they made specific pens for women -_- pic.twitter.com/Lu55ONtVc3
— Tauriq Moosa (@tauriqmoosa) August 11, 2015
— Brownsugar ن (@UrsulaChikane) August 11, 2015