Wednesday, 25 August 2010

You didn't think I wouldn't say anything........

With my latest foray back into the world of blogging it would be remiss of me not to mention the sexist tripe that is the new Heineken advert. 

It is aesthetically very nicely done, clearly they've spent some money on it, but seriously, do the marketing team at Heineken still think the only way to sell beer is to continue churning out beer stereotypes that should have been put to bed in the 70s?? Yes ladies like shoes (I have far too many pairs) but essentially this is a big budget version of  Al Murray's   "Pint for the fella... Glass of white wine/ fruit-based drink for the lady!" 

As most big beer brands they are targeting men, why wouldn't they, that's who's drinking the stuff but do they need to constantly do it by alienating women with the stereotype that beer is just for boys? When you see ads like this it's no surprise that women claim changing the advertising is the single biggest thing that could be done to make beer more appealing to women. 

And it can be done, this San Miguel ad is a great example of a stylish beer advert that is targeted squarely at men without the lame, laddish banter we're more used to. San Miguel haven't always done such good stuff but this is great example of how beer advertising should be in my book, not only does it not upset anyone it does a great job of making beer look like a premium drink to be savoured - not just a cheap commodity. More of this please!!


Cooking Lager said...

I have to say I laughed, but I quite like sexist tripe. Heineken have a history of amusing advertising, going back to the famous "rain in spain" advert. Have they ever done image and sophistication? In the UK?

What works when it come to sales, sophistication or humour?

Current profits for Heineken would suggest they are doing something right. Though they ought to bring back "cold filtered". That was bona fide cooking lager.

Reluctant Scooper said...

I thought the ad took the piss out of the beer-obsessed guys fairly well. That's the great thing about the Heineken demographic; happy to laugh at themselves.

And it allowed Bavaria to do what they do best; improvise:

Kristy said...

There's nothing wrong with humour - sophistication isn't always going to work but does it have to be sexist?

They are doing something right - cutting costs (which is no bad thing) I don't think there's evidence to show they're selling more with volumes down just over 2%

Mark, said...

Comedy works because of stereotypes and whilst I may be wrong, I don't think the Heineken ad is particularly offensive - far worse things make a difference to equality and fairness in life. If we can't have a laugh at the differences between men and women (or the similarities) then it's a pretty dull world.

And in my humble opinion the San Miguel ad is shit. It leaves me with no real reason to recall the brand, no lasting message, no memorable visual. If it's part of a long term redirection then it'll prove to be an expensive exercise if they use a drip strategy across television with creative like that.

HardKnott Dave said...

hummmm, you know, I think sexism works both ways. Women like dresses and shoes and make-up and think beer is for rough arsed blokes.

Big brand beer manufacturers use that, they don't really create it.

That advert with the camels in it, can't for the life of me remember the brand, is no better. All blokes together, chummy as hell, getting the round in.....

jesusjohn said...

Beer branding often emphasises cheek - a nudge and a wink and a bit of a joke.

My favourite UK beer ad - the Melanie Sykes Calvin Klein spoof for Boddingtons - does that really well and, evidently, is not at all sexist and played with layers of stereotype very well indeed (arty-farty overbranding, northeners, sexy ladies as beer drinkers).

But the best beer ad series is surely that for Luxembourg's Bofferding (the thirst-quenching secret of Luxembourg - and it plays on a 'so good they don't want the world to know' theme)

Here's one:

Kristy said...

Dave - I believe you mean the Carling ad :oP Obviously I'm not without bias on this one but I think it's ok - the basic message is that beer is best enjoyed with your mates, seems good to me and whilst it is a group of lads there's no real ladish banter or sexist jokes (and Carling have been guilty of that before!)

It's interesting that beer ad stereotypes seem to be accepted but when the jokes on the other foot it sparks a barrage of complaints like this Oven Pride ad

I like ads that are funny - I'm just tired of ads that reinforce the message that beer is just for boys and work towards turning women off the beer category.

Mark, said...

I admire your point that the ads might not help get women involved in beer, but I also don't think that Heineken will get women onto beer (f that's what you want and as a beer marketer I'm sure it is!).

I've been noticing every single male/female stereotype in advertising now you've mentioned it. Boots are playing on it at the moment amongst others. Hmmm, might have to look into this further on my digital blog!

My dissertation was on gender differences in advertising so I have a real interest!

HardKnott Dave said...

Kristy, I enjoy the gender debate and although we come at it from different directions I think we have the same objectives, let's keep it going.

With all due respect, I think you are biased. Although the Carling advert is more subtle there is male stereotyping in there; roughty toughty hairy arsed male explorers.

True, it's got a hint of sensitivity in there and is suggesting that Carling drinkers are more compassionate. However, it still is a fundamentally male targeted advert.

Still, you have once again been a muse, I was struggling to find something to write about, ta.

Kristy said...

It is an interesting debate and one that can run and run - we've a long way to go before we get more women readily enjoying beer!!

I'll admit I am biased - the Carling ad is not perfect but if you look at ads like this it's come a long way!!

I like being a muse - off to don a chiton and lie on my chaise longue whilst gazing whimsically into space.......

Barm said...

At best Heineken is playing with the stereotypes, possibly even satirising them; at worst they are pandering to them. But Heineken didn't create the social context of these ads. The stereotypes have to be there first. Nobody would even understand the ad, never mind find it funny, if we didn't already have the idea firmly established that women like shoes and men like beer.

As for the San Miguel ad, it may not be sexist, but it's giving a crappy beer a veneer of glamour that it doesn't deserve. Then again, what do society's prejudices say these days about women going to the pub on their own? Would this advert ever have been made with a woman in the lead role?

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