Feminist Beer Fights Sexist Beer Advertisements
Channel: IntoConnection
Date: 2015-03-31

After seeing horribly sexist beer advertisements during the Carnival season, three Brazilian women working in the advertisement industry couldn’t take it any longer. Feminism needed to be put to the table, and what better way to do so than by making Feminist beer? Our vlogger Maria Guimarães was on IntoConnection to tell us why Feminist beer is needed in Brazil.

Maria and her partners Larissa Vaz and Thais Fabris are the founders of a creative activism company called 65 | 10. The 65% stands for the women that can’t identify themselves with the women displayed in Brazilian advertisement and the 10% stands for the women that work in the creative industry in Brazil.

This male bastion in the advertisement industry is one of the reasons that beer advertisements are only targeted towards men. The advertisements picture women as servers of the beer or some sort of ‘price’ the men get for drinking a cold pint. ‘Totally stupid,’ says Maria. ‘Everyone in Brazil drinks beer. It is not only the men. No women identify themselves with these adds and that is stupid, since 86% of the buying decision in Brazilian households are made by women.’

But that is not the most severe thing about these commercials. ‘The worst thing is that when advertising decides to objectify women, by the end of the day they are telling men that a women can be an object, something that they own. Every 90 minutes, a woman dies in Brazil just because she is a woman. We need to start talking!’, Maria tells IntoConnection.

The Feminist beer is a big hit. It has been ordered over a thousand times and brands appear willing to start talking. The only ones uncomfortable about it are the advertisement companies. ‘They are denying that this is a problem, but hopefully the brands start talking to them so things can change.’ 

IntoConnection is an inspiring global community built by and for millennials. Vloggers from all over the world share trending, interesting and inspiring topics. We feature daily contributions from urban centers around the world. Subscribe and check out intoconnection.com for more stories, vlogs and videos about Tech, Food, Business, Culture and Life! 


Our Links: 
Website: https://www.intoconnection.com
Twitter: https://twitter.com/intoconnection
Facebook: https://facebook.com/pages/IntoConnection/1446026469001484
Google+: https://plus.google.com/102128382746571473203/posts
Instagram: http://instagram.com/intoconnection