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#BicFail: Pen Maker Offends with Women’s Day Salute in South Africa

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(CNN) – Bic South Africa sure learned how to pen an apology in a hurry this week.

An ad celebrating the country’s National Women’s Day backfired, delivering what many folks considered to be a sexist message.

Here’s the mantra that got the company in such deep trouble: “Look like a girl. Act like a lady. Think like a man. Work like a boss.”

Bic was quick to apologize. Quicker still were women to write off the company’s excuse.

“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 said on Facebook. “This post should never have gone out.”

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