Bic Apologizes for Women's Day Ad That Mostly Just Made Women Furious

Bic continues to have trouble talking to women.

The pen maker, which was the object of ridicule a few years ago for its absurd "Bic for Her"pens, failed spectacularly in South Africa this week, posting a tone-deaf ad on social media for national women's day that drew swift criticism—and soon led to an apology.

The image was intended to celebrate Women’s Day in South Africa, but a backlash from Bic’s female Facebook users forced the company to delete its post.

One user wrote: "Belittling customers. Tragic…Don't speak to your segments in stereotypes, it's insulting."

The "Look Like a Girl" and "Think Like a Man" lines were both pretty infuriating, and the Internet reacted mercilessly to the brand's misstep. Bic made things worse by trying to defend itself in one half-apology before deleting that (further angering people who'd commented on it) and posting a second apology.