Pink “Beer For Women” Promo Slammed As “Lazy” And “Patronising”

Pink “Beer For Women” Promo Slammed As “Lazy” And “Patronising”
SHARE
THIS



Scottish brewer BrewDog’s intentions appeared genuine enough when it repackaged one of its beers with a pink label and dubbed it a “beer for women” as a promotion for International Women’s Day.

Not only did the brewer promise to donate a percentage of the beer’s sales to women’s charities, it also came at 20 per cent off the usual price, apparently to draw attention to the gender pay gap in the UK.

DXmTafWX4AAmGuM

It also claimed the pink label was aimed at parodying other brands who often jumped on women’s causes but, in reality, made very little effort at all.

The “lurid pink” packaging and stereotyped Pink IPA brand name were apparently meant to be a “send-up of the lazy marketing efforts targeting the female market,” a BrewDog spokeswoman said.

Yet, despite the brewer’s best intentions, the marketing stunt has been lambasted as just another lame marketing stunt.

“However much they clothe it in a good cause it might be more to do with wanting more of a share of the lucrative female drinkers’ market,” said one marketing expert of the brewer’s efforts.

Meanwhile, an article in The Guardian called out the brewery’s male-heavy executive team and an apparent 2.8 per cent gender pay gap between its male and female employees,

Despite some fans of the stunt, as usual, the social media backlash has been swift and fast. “Lazy”, “uncool” and “patronising” were just some of the feedback. Check out some of the choicest social media cuts below:

Screen Shot 2018-03-08 at 10.49.33 am

Screen Shot 2018-03-08 at 10.50.04 am

Screen Shot 2018-03-08 at 10.53.03 am

However, the brand did find some supporters.

Screen Shot 2018-03-08 at 10.54.03 am

 

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine