It’s certainly got people talking – Pink IPA launched as a beer for women by BrewDog has caused a social media storm this afternoon, the sign of a brilliant marketing campaign, no?
The gender pay gap has been a hot topic recently, and Brewdog has been quick to capitalise on this with a marketing campaign that has got everyone talking.
So much so, that Brewdog were forced to make an official statement to defend its newly branded beer’s ‘ironic’ meaning.
Sarah Warman, global head of marketing at BrewDog, said: “We want to accelerate change by empowering more women to make their voices heard and calling out industries and employees that need to do more,” she said.
“Sexism in the beer industry is rife,” she continued. “We can no longer ignore that its existence prevents plenty of incredible women joining our eclectic and exciting industry. There is a long history of products that pander and patronise through harmful, sexist stereotypes and vulgar imagery, and we’re rallying to put an end to this nonsense. The love of beer is not gendered. Beer is universal. Beer is for everyone.”
“With Pink IPA, we are making a statement the only way we know how – with beer.”
The juxtaposition portrayed through the stereotypical branding and the underlying messages are something to be admired.
For the next four weeks, 20% of sales from the brand and its flagship Punk IPA offering will be donated to the Women’s Engineering Society (WES) – again targeting an industry stereotypically male dominated.
The brewer is also offering a 20% discount to women who buy Pink IPA in its bars as a means of stoking conversations about unfairness – men will be paying full price.
And with International Women’s Day just around the corner, there is no better time to reveal the temporary re-brand. The pink bottle aims to represent a stand against gendered marketing, and we think its refreshing!
Photograph: BrewDog/Twitter