Tongue-In-Cheek ‘Beer For Girls’ Campaign For Gender Inequality Backfires

By Prosyscom
In March 7, 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.

Pink IPA from BrewDog on Vimeo.

[via The Independent, opening image via BrewDog]


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