Cerveja Feminista is a Brazilian beer conceived as a catalyst to launch a conversation on the sexist climate in the advertising industry.
Given the nature of the average bikini-clad beer commercial, beer was a natural first choice for creative activism collective 65|10, a name which was derived from the fact that 65% of Brazilian women don't feel represented in advertising and that only 10% of the ad industry in the country are women.
Teaming up with Beauvoir Brewing, 65|10 created a red ale that will hopefully spark the conversation on the lack of female representation in the field. The goal of the project is to improve female representation, which in turn will lead to less stereotypical depictions of women in ads.
What's Driving This Trend
- Feminist Beer
- Creating beer with a feminist message as a way to spark conversations about sexism and gender equality in advertising.
- Creative Activism
- Using creative means to promote social justice and spark conversations about underrepresented groups, such as women in advertising.
- Gender Equality in Advertising
- Advancing gender equality in advertising by raising awareness about the lack of female representation in the industry and promoting more diverse and empowering female depictions in ads.
Who This Affects Most
- Craft Beer
- Opportunities for craft beer companies to create unique and socially conscious products that align with their brand values and appeal to consumers looking for products with a message.
- Advertising
- Opportunities for advertisers to promote gender equality and diversity by creating campaigns that challenge stereotypes and promote more positive and empowering female representations.
- Creative Activism Collectives
- Opportunities for creative activism groups to partner with companies to raise awareness about social justice issues in unique and creative ways, such as creating feminist beer to spark conversations about gender equality in advertising.
