# Sex-Changing Ads The Russian Vodka Distillers Ad Shows That Drinking Will Lead to Loss of Gender By Peter Vallas | Published 2011-04-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/russian-vodka-distillers References: [copyranter.blogspot](http://copyranter.blogspot.com/2011/04/in-russia-excessive-beer-drinking-makes.html) & [mcsaatchi](http://www.mcsaatchi.com/) The Russian Vodka Distillers have released a new campaign to promote their [social responsibility as an alcohol manufacturer](https://www.trendhunter.com/trends/drunk-elephant-please-enjoy-responsibly). The organization teamed up with M&C Saatchi, Russia to come up with this unique [print campaign](https://www.trendhunter.com/trends/censored-truth). The Russian Vodka Distillers campaign features one for men and for women. The ads, which have been translated to English, state that for a male, [excessive consumption of alcohol](https://www.trendhunter.com/trends/sober-chic) will lead to less masculinity, belly growth, enlarged lacteal glands and decreased potency. If you happen to be a woman, then you may see a loss in your femininity, which will lead to facial and body odor. I'm not sure if the facts in this campaign are 100 percent accurate, but the visuals do a good job at getting people's attention. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 73% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Gender-specific Advertising:** Exploiting gender stereotypes in advertising to target specific consumer segments based on their gender. - **Socially Responsible Campaigns:** Using advertising as a platform to promote social responsibility and raise awareness about the impact of products or services on consumers. - **Transgressive Messaging:** Creating controversial or provocative advertisements to capture attention and spark debates. ### Sectors Adopting This - **Alcohol Industry:** Exploring new marketing strategies to differentiate products and increase brand awareness within the competitive alcohol industry. - **Advertising Industry:** Incorporating creative and unconventional messaging techniques to stand out in the crowded advertising landscape and generate buzz. - **Consumer Goods Industry:** Leveraging provocative advertising tactics to create memorable and impactful campaigns for consumer goods, sparking curiosity and consumer engagement. ## Related on Trend Hunter - [Moderated Drinking Campaigns](https://www.trendhunter.com/trends/gordons-mix-it-up.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md) - [Anti-Sexist Beer Campaigns](https://www.trendhunter.com/trends/bad-t-to-good-t.md) - [Male-Targeted Canned Cocktails](https://www.trendhunter.com/trends/get-hard-alcoholic-beverage.md) - [Hilarious Female-Supporting Beer Ads](https://www.trendhunter.com/trends/beaver-water.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Unconventionally Categorized Drinks](https://www.trendhunter.com/trends/smirnoff-ice-drops.md) - [Connected Gamer Campaigns](https://www.trendhunter.com/trends/just-another-night-out.md) - [LGBTQ+ Vodka Campaigns](https://www.trendhunter.com/trends/coming-out-again.md)