(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.”