BrewDog has made a simulation of the “beer for girls”, saying: “enough is enough with the stereotypes”.
Pink IPA – a parody of their beer Punk IPA has a pink label and will be sold to women for a price that is lower than that of men.
The brewer says it is a way sarcastic to the address of the wage gap between the sexes and have a search in the “lazy” marketing campaigns.
Some have criticized the BrewDog joke, while others have praised the company for donating some of their profits to women’s charities.
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“It has the right motivations but the wrong execution,” one woman tweeted.
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The brewer has launched a beer in advance of the International Women’s Day on 8 March.
In the framework of the campaign for the next four weeks, people who “identify as women” will be able to pick up the Pink of the IPA, in any BrewDog bar, for 20% less.
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And the response of the pay gap, 20% of the proceeds from the Pink IPA and Punk IPA will be donated to associations that fight against inequality and support women.
There are some defence for the brewer.
Others thought that the best way to respond is with more d’ #sarcasm.
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BrewDog’s global head of marketing Sarah Warman said: “The fact that the pay gap is still a problem in 2018 shows that many of the lips, but not enough action is being taken to tackle inequality.
“With Pink IPA, we can make a statement the only way we know how – with beer.”
Through the creation of a stereotypically pink label, the company says it is having a dig at other campaigns to target women.
“Rose IPA is clearly an over-the-top ridicule the types of gender-based marketing, we often see brands trying to engage a female audience,” Sarah added.
“We have always anticipated that some people might not immediately appreciate the irony of Pink IPA but this has not prevented us in our mission to create a conversation about the pay gap.”
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