BrewDog's mock Pink IPA 'beer for girls' splits opinion" width="976" height="549">
BrewDog has made a mock "beer for girls", saying "enough is enough with stereotypes".Pink IPA - a spoof of their beer Punk IPA - has a pink label and will be sold to women for a lower price than men.The brewer says it's a sarcastic way to address the gender pay gap and have a dig at "lazy" marketing campaigns.Some have criticised BrewDog's joke while others have praised them for donating some of their profits to women's charities.
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We’ve created a beer for girls. And it’s pink. Because women only like pink and glitter, rightReport
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"This has the right motivations but the wrong execution," one woman tweeted.
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@BrewDog this has the right motivations but the wrong execution. You have lots of supportive shareholders who are female scientists & engineers. They could have been involved, collaborated and a simple engagement with those supporters could have given you a much stronger campaign— Dr Heather Doran (@hapsci) March 6, 2018
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I really appreciate the sentiment, but I'm a little confused by this marketing strategy....— Liam Cheeseman (@SciencyCheese) March 6, 2018
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The brewer launched the beer ahead of International Women's Day on Thursday 8 March.As part of the campaign for the next four weeks, people who "identify as female" will be able to pick up Pink IPA in any BrewDog bar for 20% less.
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Oh dear! Really?!?— Susanne Burton (@bagpuss_mcd) March 6, 2018
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And responding to the gender pay gap, 20% of the proceeds from Pink IPA and Punk IPA will be donated to charities that fight inequality and support women.There was some defence for the brewer.
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To be fair, it was always going to be perceived as wrong by somebody. Especially on Twitter. It doesn’t take much.— Scott J. Butterfield (@sjbdesign1) March 6, 2018
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Others thought the best way to respond was with more #sarcasm.
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Well at least the beer within will be the best IPA in Britain.#sarcasm— Lucy Corne (@LucyCorne) March 6, 2018
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BrewDog's global head of marketing Sarah Warman said: "The fact that the gender pay gap is still an issue in 2018 shows that a lot of lip service is being paid, but not enough action is being taken to tackle inequality. "With Pink IPA, we are making a statement the only way we know how - with beer."
By creating a stereotypically pink label, the company says it is having a dig at other campaigns to target women."Pink IPA is clearly an over-the-top ridiculing of the types of sexist marketing we often see from brands trying to engage a female audience," Sarah added."We always anticipated that some people might not immediately appreciate the irony of Pink IPA but that did not deter us in our mission to spark a conversation about the gender pay gap."Follow Newsbeat on Instagram, Facebook and Twitter. Listen to Newsbeat live at 12:45 and 17:45 every weekday on BBC Radio 1 and 1Xtra - if you miss us you can listen back here.
Gender pay gap
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