What happens when advertising creatives fed up with gender inequality brainstorm a creative way to draw attention to the problem? In Brazil, what happens is Cerveja Feminista, or Feminist Beer. And it’s our IMC campaign of the month.
In Brazil, 65% of women feel they are not represented by ads and a mere 10% of advertising creatives are female. Inspired by this, the creators behind Cerveja Feminista also founded the activism group 65|10 to work in tandem with the beer to raise awareness and combat inequality in their country.
Cerveja Feminista is a brilliant example of cause marketing though its motives are more altruistic than profit-driven. It’s also a strong example of good branding, careful audience analysis, clever advertising, public relations and social media working in an integrated fashion.
As one would expect from a group of creatives, the beer itself is well branded down to the color of the ale inside the bottle – an Irish red, chosen because red is the color associated with social causes. Plus, red ale falls between the typically “male” dark beers and “female” pale beers. It’s intended to attract both genders equally, showing an understanding of ideal buyers that is the cornerstone of good IMC.
The logo is simple and hip, appealing to the current generation of savvy beer drinkers. What’s more, the actual idea of choosing beer as the product to highlight 65|10’s cause is extremely smart. There are few things as stereotypically sexist as beer ads. That Cerveja Feminista hits hard at a market saturated with big brands targeting a largely male audience with demeaning messages about women is a bold move, and one that’s garnering a lot of media attention.
What’s more, Cerveja Feminista’s creators are banking on the fact that the beer’s label itself will spark meaningful discussion about gender inequality. One of the founders, Thais Fabris,
explained to Co.Exist,
What happens when advertising creatives fed up with gender inequality brainstorm a creative way to draw attention to the problem? In Brazil, what happens is Cerveja Feminista, or Feminist Beer. And it’s our IMC campaign of the month.
In Brazil, 65% of women feel they are not represented by ads and a mere 10% of advertising creatives are female. Inspired by this, the creators behind Cerveja Feminista also founded the activism group 65|10 to work in tandem with the beer to raise awareness and combat inequality in their country.
Cerveja Feminista is a brilliant example of cause marketing though its motives are more altruistic than profit-driven. It’s also a strong example of good branding, careful audience analysis, clever advertising, public relations and social media working in an integrated fashion.
As one would expect from a group of creatives, the beer itself is well branded down to the color of the ale inside the bottle – an Irish red, chosen because red is the color associated with social causes. Plus, red ale falls between the typically “male” dark beers and “female” pale beers. It’s intended to attract both genders equally, showing an understanding of ideal buyers that is the cornerstone of good IMC.
The logo is simple and hip, appealing to the current generation of savvy beer drinkers. What’s more, the actual idea of choosing beer as the product to highlight 65|10’s cause is extremely smart. There are few things as stereotypically sexist as beer ads. That Cerveja Feminista hits hard at a market saturated with big brands targeting a largely male audience with demeaning messages about women is a bold move, and one that’s garnering a lot of media attention.
What’s more, Cerveja Feminista’s creators are banking on the fact that the beer’s label itself will spark meaningful discussion about gender inequality. One of the founders, Thais Fabris, explained to Co.Exist,