by MarkLives (@marklives) A social media post by radio and TV personality, Dineo Ranaka, has led at least one beer brand to rethink its misogynist advertising practices on International Women’s Day yesterday, 8 March 2018. Using the hashtag “#HoldMyBeer“, social media users discussed the misrepresentation of women in beer commercials.
Ranaka wrote, “After such a long day making magic, a cold beer is all that’s needed to unwind. #HoldMyBeer” — and posted an image of an open Castle Light.
After such a long day making magic, a cold beer is all that's needed to unwind. #HoldMyBeer pic.twitter.com/kxSj6rJnh2
— Ausi OMotona (@dineoranaka) March 7, 2018
Numerous men took issue with women drinking beer, which has prompted Castle Light to consider the role of its communications in stereotyping beer as a drink only for men.
https://twitter.com/Bee_Loaded/status/971476773539065856
The beer brand tweeted that it promises a more-inclusive communication strategy in future:”#HoldMyBeer pushed us to take a long hard look at the role we play in shaping cultural norms. From now #CastleLite promises to be better, to stop the exclusion & unlock more inclusion because women should do anything, be anything, drink anything. #InternationalWomensDay”
https://twitter.com/castlelitesa/status/971749334197981185
“We at Castle Lite recognise that women are not accessories to men; they sit at the corporate board table and the pub too,” says Becky Opdyke, Castle Lite brand director, in a media statement. “Our ads and communications will never again degrade or objectify women. We celebrate the more than 1m women who drink Castle Lite and will treat them with the respect they deserve in all of our brand communications moving forward.”
The apology ad was executed by Ogilvy & Mather Cape Town and the social media strategy by DNA Brand Architects.
Video Credits:
Ogilvy
Associate Creative Director; Neil White
Copywriter: Zanele Kabane
DNA Brand Architects
Marcus Modimokwane
Gugu Ndabezitha
Thabo Manenje
Castle Lite Marketing Manager
Silke Bucker
See also
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I’m thinking that this should have been done at least a couple of years ago when gender bias and equality was a HOT hot topic. Now feels a tad late. See the story that follows this one Titled “Sexist beer ads: why it’s time for a cold. hard rethink” is dated 2015.