All the good intentions behind Brewdog’s Pink IPA mean very little once they actually put the product out there. Make the charitable donations, make drinks cheaper for women, do all that. But ironic sexist branding still looks like normal sexist branding.— Robert Perry is often called Pez (@pez_sez) March 6, 2018
@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
It’s certainly packing a punch, no matter your view point. Inequality within marketing has been firmly placed in the lime light and many have lauded the company for making a stand.
Swing and miss, love you but the point of inequality being highlighted by making it pink & unequal?! Show me your hiring diversity stats, your % at level, the hiring of females in the plants. Then if you want a stunt 20% off for women on any beer not just pink ones! #pinkwash— Em K (@elk3979) March 6, 2018
So many people have failed to grasp the @BrewDog Pink IPA campaign. The fact it’s pink & “beer for girls” is part of the piss take.They even state: “Satirically dubbed Beer for Girls”. Being pink is what they’re trying to point out. Pink IPA is everywhere. It’s worked. — Adam C. (@adamecurry) March 6, 2018
It’s a reaction BrewDog seems to have expected. Talking to the Huffington Post, the company’s global head of marketing, Sarah Warman, said: “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 much-needed conversation.”
I don’t understand why BrewDog’s ironic “Pink IPA” launch is controversial. I think it’s a good dig at sexist marketing. Even if it’s not clever, the fact that it’s donating 20% of Punk/Pink IPA proceeds to gender equality charities defeats the cynicism argument.— Julien Poulain (@JulienPoulainLD) March 6, 2018
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