Women have been objectified for years and years – particularly in ads that sell stuff to an audience that consists primarily of men. A lot of the advertising of booze has men playing leading and dominant roles when it comes to relationships with women. Women are portrayed according to gender stereotypes, where they are reduced to being merely sexist objects of seduction.
Miller Lite jumping in to try and set this right (and how), is a commendable step in the right direction. They have been buying up sexist advertisements for months now – and have also issued an invitation to consumers asking them to check out www.millerlite.com/badsht2goodsht and see how they can join this movement!
Not only does this whole exercise work to empower women, it is all about sustainability and re-cycling too – it is about buying back all those old ads, turning them into compost and then into fertilizer that can be used in the farming of hops, which can produce more beer.
Miller Lite has been engaged in other activities to promote a healthier image of women and to recognize the contribution of women to the brewing industry. For instance, Miller Lite brought out some limited edition cans honoring Mary Lisle who is America’s first documented woman brewer.
This whole exercise by Miller Lite works on several levels. Bringing the social issues of sustainability and recycling on the one hand, and the objectification of women on the other, places the brand on a great standing. Miller Lite comes off as being conscious of social issues, and as a brand that does something about it.
This is the kind of thing that gives a brand a standing among consumers – who will see Miller Lite as a brand that cares about these things. Gen Z appreciates things like this.
This is Cause Marketing at its best! Addressing a cause or social issues and also packing away a neat profit.
The timing is perfect. And this endeavor rights many, many years of wrongs. It will garner the support and approval of Gen Z – of women, and men whose hearts and heads are in the right place.