#HoldMyBeer pushes Castle Lite to do better
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.
— Dineo Ranaka (@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.
CEO of our livers, MD of our spending and Director of our choices. What are women supposed to drink. Enlighten me
— Honey Bee (@Bee_Loaded) March 7, 2018
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”
#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 pic.twitter.com/fIr34SAERX
— CastleLiteSA (@castlelitesa) March 8, 2018
“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.
Associate Creative Director; Neil White
Copywriter: Zanele Kabane
DNA Brand Architects
Castle Lite Marketing Manager
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