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

 

Please login with linkedin to comment

Ad campaigns brewdog international women's day

Latest News

Change Your Plans. Your Audience Already Did
  • Opinion

Change Your Plans. Your Audience Already Did

Is it too early to start planning your holiday campaigns? Definitely not, argues Pinterest CMO Andréa Mallard in this piece. Brands love reaching their most passionate customers. As a former retail CMO myself, I get it. When you reach early planners, you reach the CEOs of the household—an audience that buys and spends more. Reach […]

Opinion

by B&T Magazine

B&T Magazine
The Key To Understanding Your Competitors
  • Opinion

The Key To Understanding Your Competitors

Do you love to prank call your competitors in a phoney Turkmenistan accent? Well, there's some top tips here for you.

Opinion

by B&T Magazine

B&T Magazine
Stateside Sports Selects Emarsys For CDP Technology
  • Technology

Stateside Sports Selects Emarsys For CDP Technology

Stateside Sports, Australia’s home of United States sports lifestyle, has partnered with Emarsys, the only omnichannel customer engagement platform built to accelerate business outcomes, as it looks to double its customer database and retail presence within the next two years.