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  • Beer isn’t just for the boys
  • Beer isn’t just for the boys
    Edward Simpson, Creative Commons (2009) ©
CASE STUDY

Cerveja Feminista: brewing for a feminist cause

For years, boobs and bums have sold Brazilian beer just fine. But with 86% of buying decisions in Brazil coming down to women, it doesn't make sense that 65% of them can't relate to advertising. Can Cerveja Feminista become not only a female-friendly beer, but the catalyst for a revolution?

Location Brazil

Scope
Brazil is the third-largest beer consumer in the world, and it hasn't escaped the craft beer hype; the country is home to more than 200 microbreweries that make an annual turnover of over R$2 million. [1][2] But this year, a new and unusual addition to the market has arrived, and it's more about social purpose than flavour and hops.

Cerveja Feminista – ‘feminist beer’ – aims to defy a long-standing tradition of beer advertising in Brazil. More often than not, beer ads use the female form to almost exclusively target the male audience. 

Canvas8

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