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Gender-Neutral Beer Commercial

Gender-Neutral Beer: Smart Move or Marketing Ploy?

A Danish brewer has launched a gender-neutral marketing campaign for its new beer, Copenhagen, and it may be the first of its kind. Even though women make up 25 percent of the beer market, when was the last time you saw a beer commercial or advertisement aimed at female drinkers? Well, Carlsberg is attempting to break the mold by designing a clean, androgynous campaign for its light beer that steers clear of both bikini-clad babes and a Barbie doll color scheme. While I think gender-neutral (or really, gender-inclusive) advertising is a step in the right direction, the commercial is still treating beer as an accessory women choose based on packaging instead of a beverage we choose based on taste. But watch the commercial for yourself and tell us what you think!

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hummingbird84 hummingbird84 5 years
Was that Jude Law narrating? Now THERE'S your marketing toward women.
GZO GZO 5 years
isahrangme-- I was going to post the exact same comment! In advertising, it's not really a "let's be sensitive to this group of people so they don't feel left out" mentality, it's more of a "let's be sensitive to this group of people so they BUY OUR STUFF!" kind of deal. Any "smart move" made by advertisers is part of a "marketing ploy". Though, when they said "blonde is the new black", I didn't even think of dark beer. I thought of the saying "___ is the new black", as it it's the newest, most fashionable thing. Though I'm not a beer drinker, so that's probably why that connection didn't occur to me. And I also don't think that it's treating it as an "accessory... based on packaging", though they do focus on the clean minimalist look, like anonymous 1 said, and the commercial is very pretty for a beer ad. They mention the taste more than they do the "look", it just so happens that, like isahrangme said, they're trying to do it through a visual medium so the image of the bottle comes through more strongly than if they were to advertise via blind taste-tests or something. Anyway, I like the lack of breasts, sporting events, and other typical beer commercial imagery in this one. But, like I said, I don't drink beer, and I'm not going to start because off this ad, so I'm not sure that they really care about my opinion since it won't be getting them any dollars! (Or Euros. ...They use Euros, right? Please forgive my ignorance!)
GZO GZO 5 years
isahrangme-- I was going to post the exact same comment! In advertising, it's not really a "let's be sensitive to this group of people so they don't feel left out" mentality, it's more of a "let's be sensitive to this group of people so they BUY OUR STUFF!" kind of deal. Any "smart move" made by advertisers is part of a "marketing ploy". Though, when they said "blonde is the new black", I didn't even think of dark beer. I thought of the saying "___ is the new black", as it it's the newest, most fashionable thing. Though I'm not a beer drinker, so that's probably why that connection didn't occur to me.And I also don't think that it's treating it as an "accessory... based on packaging", though they do focus on the clean minimalist look, like anonymous 1 said, and the commercial is very pretty for a beer ad. They mention the taste more than they do the "look", it just so happens that, like isahrangme said, they're trying to do it through a visual medium so the image of the bottle comes through more strongly than if they were to advertise via blind taste-tests or something. Anyway, I like the lack of breasts, sporting events, and other typical beer commercial imagery in this one. But, like I said, I don't drink beer, and I'm not going to start because off this ad, so I'm not sure that they really care about my opinion since it won't be getting them any dollars! (Or Euros. ...They use Euros, right? Please forgive my ignorance!)
vizslalvr vizslalvr 5 years
I mean, Carlsberg makes really good beer for a decent price, so I'd certainly be interested in anything else they are putting out. I've been buying it for a long time. I personally like blondes. But I agree - the commercial focuses on taste, which is what I care about when I buy a beer.
isahrangme isahrangme 5 years
well, isn't ANYTHING done by a company trying to sell something a marketing ploy?whether it's a GOOD one or a BAD one, all companies use marketing to influence (or try) the public to consume their product...hehe sorry~ sometimes i get all confused by what words mean so i have to clarify!but i think it's a good move! i don't think this commercial focuses on looks. the narrative seems to focus on TASTE. i guess the video focuses on looks, but what else could it focus on? we can't actually taste it from watching it hahabut i doubt i would choose this beer if there were darker beers to choose from. blonde is NOT the new black
isahrangme isahrangme 5 years
well, isn't ANYTHING done by a company trying to sell something a marketing ploy? whether it's a GOOD one or a BAD one, all companies use marketing to influence (or try) the public to consume their product... hehe sorry~ sometimes i get all confused by what words mean so i have to clarify! but i think it's a good move! i don't think this commercial focuses on looks. the narrative seems to focus on TASTE. i guess the video focuses on looks, but what else could it focus on? we can't actually taste it from watching it haha but i doubt i would choose this beer if there were darker beers to choose from. blonde is NOT the new black
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