The homepage of the Johnny's Senap website.
Many of the comments accuse the company of being "chauvinist."
Kristina Ljungkvist, marketing director for Druvan, defended the advertisements.
"Our target group has always been men, and I think that's one of the factors behind our success; that we actually dare to direct ourselves to men. All other retail businesses are directed to women," she told the Dagens Media newspaper.
Ljungkvist said the company has no plans to discontinue the campaign.
"All I can say is that in my profession as a marketer, it's hard to please everybody," she said. "We're a small company, and need to do something tongue in cheek to get some attention."
