Tongue-In-Cheek ‘Beer For Girls’ Campaign For Gender Inequality Backfires
By Izza Sofia, 07 Mar 2018
BrewDog, a craft brew company, has come under fire for its latest marketing stunt.
The company launched ‘Beer For Girls’ as part of a tongue-in-cheek campaign to highlight gender inequality, and address the gender pay gap issue in the UK. The Pink IPA would be sold at a cheaper price to women, while men paid the full price.
According to the company’s website, the beer will be released as part of International Women’s Day on 8 March. It wants to “close the gender pay gap in the UK and around the world and to expose sexist marketing to women, particularly within the beer industry.”
BrewDog’s head of marketing Sarah Warman said that the company supports gender equality through its product—beer. It wants to let people know that the “love of beer is not gendered.”
The Pink IPA is the answer to the “overt parody on the failed, tone-deaf campaigns that some brands have attempted in order to attract women.”
However, not everyone seems impressed by the movement and thought it missed the mark. A Twitter user questioned the campaign, saying, “How does copying sexism subvert it?”
Take a look at more responses below.
Reasonable idea, really badly executed 🙄— Alex Wilmer (@AlexWilmer) March 6, 2018
Seems like yet another bizarre move by them. I really dont see how it tackles sexism or the gender pay gap. Doesnt this label and name just perpetuate sexism further?— Luke McKee (@mckee_luke) March 6, 2018
And I get that you did this deliberately as a publicity stunt, but it’s completely put me off you as a company and I doubt I’ll buy your beer again.— KatH (@ImpersK) March 6, 2018
Beyond shocking! Huge Fail. 😂 pic.twitter.com/zL8fUDTmNp— Blakey (@JRMBlakey) March 6, 2018
Honestly hashtagging sarcasm? If you have to explain the joke it's not a good joke. Also the virtue signalling, ew. Fire your PR/marketing gang, they've ballsed this up big time.— M (@meganrosannah) March 6, 2018
[via The Independent, opening image via BrewDog]
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