{"id":949,"date":"2018-03-12T00:00:00","date_gmt":"2018-03-12T00:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/international-womens-day-brand-backlash-what-weve-been-reading-this-week-at-brand-genetics\/"},"modified":"2019-11-19T16:33:03","modified_gmt":"2019-11-19T16:33:03","slug":"international-womens-day-brand-backlash-what-weve-been-reading-this-week-at-brand-genetics","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/international-womens-day-brand-backlash-what-weve-been-reading-this-week-at-brand-genetics\/","title":{"rendered":"International Women\u2019s Day Brand Backlash\u2026 what we\u2019ve been reading this week at Brand Genetics."},"content":{"rendered":"<p><strong>This week at Brand Genetics we\u2019ve been reading all about International Women\u2019s Day. A few unorthodox insights have caught our eye\u2026<\/strong><\/p>\n<p>This month is Women\u2019s History Month, and this past week was host to International Women\u2019s Day (IWD). In celebration, several big brands \u2013 including Barbie, McDonalds, and top alcohol brands like BrewDog and Johnnie Walker &#8211;\u00a0 have launched themed campaigns in an attempt to honour the cause and raise awareness for female empowerment. While some were perceived as genuine, the majority were criticized as shallow and out of touch.<\/p>\n<p>The beginning of the week saw BrewDog launch <u>\u201cbeer for girls\u201d, a pink IPA <\/u>aimed at raising awareness for the gender pay gap and the persistent predominance of sexism in advertising. In addition to its overtly pink and \u2018feminine\u2019 branding, the beer is being sold at a fifth of its usual price to reflect the UK\u2019s gender pay gap. Although\u00a0proceeds from its four weeks of sales in the UK will go to the Women\u2019s Engineering Society, many felt \u2018beer for girls\u2019 was little more than a cynical marketing campaign, with several critics taking to Twitter to voice their concerns. Others felt that while BrewDog\u2019s intentions may have been pure, the execution resulted in confusion and anger due to its perceived sexist undertones \u2013 sarcastic or not. In a similar move,\u00a0<a href=\"https:\/\/www.canvas8.com\/blog\/2018\/m\/brand-marketing-insights-johnnie-walker-feminist-backlash.html\">Johnnie Walker released Jane Walker<\/a>, replacing it\u2019s iconic logo with a woman with the aim of highlighting the origins of the brand (prior to its purchase by John Walker, the distillery was run by Elizabeth Cumming). \u00a0Once again, many took to Twitter with sarcasm and vitriol, expressing their animosity towards what they saw as a \u201cpatronizing\u201d move. A prime example (and personal favourite) was one woman who remarked:\u00a0\u201cScotch is so intimidating, just like math! Thank goodness someone is finally making scotch just for ladies!\u201d.<\/p>\n<p>Fast food giant\u00a0<a href=\"https:\/\/www.theguardian.com\/business\/2018\/mar\/08\/mcdonalds-sign-international-womens-day\">McDonald\u2019s also partook in the\u00a0festivities<\/a>, \u201cflipping it\u2019s arches\u201d upside down, transforming its iconic M to a W in celebration of the day. At the corporate level, McDonald\u2019s overturned its logo on all social media channels and supplied 100 restaurants in the US with specially branded merchandise. At the local level, one of its Californian restaurant\u2019s even installed a brand new sign. While the fast food giant proudly proclaimed their support of women \u201ceverywhere\u00a0and especially in our restaurants\u201d,\u00a0many people felt it was a cheap attempt, calling out McDonald\u2019s on its hypocritical treatment of employees\u2019 wages. In an interview with the Guardian, Laura Parker explained, \u201cif they actually cared about women they\u2019d pay their workers a living wage and stop forcing them onto zero hours contracts\u201d.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4838 size-large\" src=\"http:\/\/brandgenetics.preview.uk.com\/wp-content\/uploads\/2018\/03\/barbie-international-womens-day-inspiring-role-models-sheroes-1704x959-1-1400x788.jpg\" alt=\"\" width=\"1080\" height=\"608\" \/><\/p>\n<p style=\"text-align: center;\"><em>Mattels&#8217;s &#8220;Shereo&#8221; Barbie dolls<\/em><\/p>\n<p>Lastly, we saw Mattel\u00a0<a href=\"https:\/\/www.fastcompany.com\/40540675\/mattel-releases-17-new-barbie-dolls-to-celebrate-international-womens-day\">release a series a \u201cShereo\u201d Barbie dolls,<\/a> designed to give girls a range of positive role models. Based on influential women like artist Frida Kahlo and\u00a0American fencer Ibtihaj Muhammad,\u00a0the first hijab-wearing Barbie, the dolls are meant to offer young girls more diverse roles and physiques to identify with. However, while laudable in theory, the dolls have received backlash for what many see as a reduction of these female icons to superficial stereotypes. Many believe that by presenting young girls with \u201cthe disturbing proportions and unrealistic features of the original Barbie\u2019 rather than each woman\u2019s iconic features \u2013 for example Kahlo\u2019s unibrow, strong muscles and body hair \u2013 Barbie has stripped these icons of their empowering features. They feel slighted and angry. As Bibi Kang writes in <a href=\"http:\/\/www.independent.co.uk\/voices\/international-womens-day-barbies-mattel-role-model-toys-girls-a8246056.html\">this comment piece<\/a>;<\/p>\n<p>\u201cIf we take away their muscles, their body hair, their natural proportions and their voices, then we have what is essentially a sanitised version of the women who present the most palpable challenge to the patriarchy.\u201d<\/p>\n<p><strong>The Human Experience (HX ) Learnings?<\/strong> Although these campaigns are paved with positive intentions, this backlash illustrates just how sensitive women\u2019s issues are. The public are increasingly sceptical of brands piggy-backing onto causes, increasingly demanding transparency and honesty.\u00a0As gender equality and women\u2019s issues rise on cultural agendas, it is fundamental that brands are mindful of these issues,\u00a0avoiding tokenism and instead aiming to support, facilitate and empower in totality.<\/p>","protected":false},"excerpt":{"rendered":"<p>This week at Brand Genetics we\u2019ve been reading all about International Women\u2019s Day. A few unorthodox insights have caught our eye\u2026 This month is Women\u2019s History Month, and this past week was host to International Women\u2019s Day (IWD). In celebration, several big brands \u2013 including Barbie, McDonalds, and top alcohol brands like BrewDog and Johnnie [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":950,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[173,30,174,175,176,17],"class_list":["post-949","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-human-experience","tag-barbie","tag-insight","tag-international-womens-day","tag-mcdonalds","tag-pink-beer","tag-trends"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>International Women\u2019s Day Brand Backlash\u2026 what we\u2019ve been reading this week at Brand Genetics. - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/international-womens-day-brand-backlash-what-weve-been-reading-this-week-at-brand-genetics\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"International Women\u2019s Day Brand Backlash\u2026 what we\u2019ve been reading this week at Brand Genetics. - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"This week at Brand Genetics we\u2019ve been reading all about International Women\u2019s Day. 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