The "ironic" use of sexism is hardly a groundbreaking marketing tactic – Yorkie's old "it's not for girls" tagline dates back to 2001, for example – but despite the cultural landscape having changed unrecognisably since then, companies still use it to flog their products.
Sometimes it's well received – like Cards Against Humanity's pink 'For Her' edition – but often these campaigns backfire spectacularly. The most common argument against them being that "ironic" sexism is still sexism.
So it comes as no surprise that beer company Brewdog is facing a momentous backlash over its attempt at tackling gender inequality with a "satirical" new campaign and product: a pink "Beer for Girls".
Launched just in time for International Women's Day on 8th March, a fact specifically referred to in a company blog post, the Pink IPA is the exact same product as its blue-branded Punk IPA but fashioned with a lurid pink label. The aim, apparently, is to "[take] on the global scourge of gender pay inequality and combating sexist marketing" by, er, engaging in that very same marketing tactic.
"At BrewDog, we have always believed that beer is for everyone, and equality is a fundamental right. So today we are launching a clarion call to end the discrimination of gender pay inequality. In the UK men earn on average 20% more than women. And that’s not ok," the post reads, before saying the company hoped to "expose sexist marketing to women".
On top of the new launch, the company will give 20% of the the proceeds from the Pink IPA and its original Punk IPA sold over the next four weeks to charities fighting for gender equality, as well as a 20% discount to customers who identify as women at its bars.
We’ve created a beer for girls. And it’s pink. Because women only like pink and glitter, right?
— BrewDog (@BrewDog) March 6, 2018
🤦♀️ #Sarcasm
Lets show that enough is enough with stereotypes. pic.twitter.com/g1zonXFInm
While Brewdog may have had good intentions and clearly says on its website that the campaign is an "overt parody on the failed, tone-deaf campaigns that some brands have attempted in order to attract women," they haven't quite succeeded, to put it kindly.
Many people on social media said the company missed the mark completely, that it shouldn't be capitalising on the gender pay gap at all, and slammed it for cynically jumping on the gender equality bandwagon to sell beer.
also a quote from the article - 'Lazily targeting the female market with sub-par products designed by expensive research are inherently patronising. ' you realise this is pretty much what you are doing.
— Georgina Breeze (@georgina_breeze) March 6, 2018
you have taken one of your existing products, just put a pink label on it, cause 'oh we think women like pink' and label it 'Beer for Girls' this seems like you are jumping on the bandwagon of #InternationalWomensDay, you could have stepped up to the mark so much better.
— Georgina Breeze (@georgina_breeze) March 6, 2018
Generally, I appreciate BrewDog's company ethic, I can see what they TRIED to do here, and "people who identify as female" is a nice touch so few brands would think to consider.
— Liam Dryden (@LiamDrydenEtc) March 6, 2018
That being said, ironic use of sexism to sell a product is still use of sexism to sell a product. https://t.co/QOWTjpzP9O
FFS, this whole article is about how they haven't gone down the lazy route of marketing for women. But you've called it "Pink IPA" so that kind of ruins that point. Just donate proceeds from the normal range rather than thinking females need something to be pink to buy it. https://t.co/4zxD8GRrk6
— Sarah Mullen (@sarahwylie1) March 6, 2018
Good thing Twitter has a *great* sense of humour. 🤣@BrewDog has released a pink Beer for Girls brand - and it is funding a good cause.
— John McCarthy (@JohnGeeMcCarthy) March 6, 2018
BUT - pretty sure the 'it's ironic' defence doesn't work anymore though. https://t.co/gHWqXIaI7a via @thedrum
Others suggested simpler and arguably more effective ways in which the company could have gone about reducing gender inequality, rather than launching a new product and campaign to promote itself.
Better, cheaper and much easier move would have been to take on a female brewer or female brewer apprenticeships.
— Michael Beveridge (@mickyb273) March 6, 2018
Others criticised it from a marketing perspective, claiming the messaging was unclear and contradictory and wouldn't translate well on condensed social media platforms (well, quite). Meanwhile, others described it as "lazy" and said it suggested a lack of women in key decision-making positions.
For all brands, it's REALLY important to have consistent and clear messaging, ESPECIALLY when talking about real issues and nuanced subjects.
— Chris Smith (@chrissssmith) March 6, 2018
Brewdog I think, have the right intentions deep down, but god the messaging is an absolute car crash. Must do better. pic.twitter.com/j6s1k46Yx1
Today’s the day Brewdog find out that irony & sarcasm don’t really work on Twitter. Or anywhere. Your concept? It is too high. Also, most people only read the headline.
— Alex von Tunzelmann (@alexvtunzelmann) March 6, 2018
It's really hard for irony to come across with beer labels, and also seems like a convoluted way of trying to "do the right thing".
— Cate Sevilla (@CateSevilla) March 6, 2018
"BrewDog takes aim at gendered marketing with the ironic launch of Pink IPA" https://t.co/WbKSTpV950 via @thedrum
Oh dear god. Hire some women. Lots of women. In key positions. Executive-level, decision-making positions.
— Mark Dexter (@RealMarkDexter) March 6, 2018
Do it fast.
Do it now.
In ten years of being aware of their marketing stunts I have yet to see a single one that's made me do anything other than slide off in my chair and land on the floor in a puddle of embarrassment, Alex Mack style.
— Kit Lovelace (@kitlovelace) March 6, 2018
Pink IPA from @BrewDog is "a send up of the lazy marketing efforts targeting the female market" - but also looks just the same as those lazy efforts https://t.co/7boJ0a3oX0
— Louise Ridley (@LouiseRidley) March 6, 2018
Others just seemed bemused by a stunt from a company that has been criticised for sexism before. (Remember its "Trashy Blonde" ale from 2011? The company described it as a "titillating, neurotic, peroxide punk of a pale ale" that combined "attitude, style substance and a little bit of low self esteem for good measure". The product description continued: "You really should just leave it alone, but you just can’t get the compulsive malt body and gorgeous dirty blonde colour out of your head." We have no words.)
Ah, I see BrewDog is now that lad from your A-level politics class who makes "get back in the kitchen" jokes but it's OK because he's being "ironic" and is actually a "feminist" pic.twitter.com/F9xiK7xRJx
— Alys Key (@alys_key) March 6, 2018
Does anyone else just roll their eyes at Brewdog? https://t.co/v6Y6Y76otk
— Sarah-Elizabeth Daly (@selizabethdaly) March 6, 2018
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