Bic apologises for 'sexist' advert urging women to 'think like a man'

Pen maker Bic has been forced to apologise after an online advert urging women to "think like a man" sparked a wave of anger.

The company posted the image to its South African Facebook page to mark National Women's Day, featuring a woman in suit next to text reading: "Look like a girl, act like a lady, think like a man, work like a boss."

The post immediately drew criticism from people both within the country and from around the world for being sexist.

Bic initially defended the image, saying the slogan was borrowed from a women's business blog.

But shortly afterwards the firm deleted the post and apologised.

Feminist activist Caroline Criado-Perez was among those who voiced disgust on Twitter.

It is not the first time Bic has been accused of sexism, with the launch of a pink "for her" pen in 2012 slammed for promoting out-of-date stereotypes.

The 'Miss Bic' range features brightly coloured stationary in pink packaging - and a recent advert for the range has also attracted a wealth of criticism on the same Facebook page.

One comment, by Daniel Lee, read: "You know, for your nimble lady fingers that are obviously more suited to knitting and cooking and holding up the weight of the patriarchy."

The sarcasm continued, with another comment, by Aimee Olsen, reading: "Yay! Finally a pen range that suits my love for pink, because I'm a girl! I'll use it to write things, whilst using my inferior lady-brain! #everydaysexism. I think you know where you can stick your pens."