Young Henrys apologises to women for not patronising them and pointing out gender differences in Lady Beer campaign
Craft brewers Young Henrys has created a mock ad which sarcastically apologises to Australian women for having never created a targeted marketing campaign patronising them and pointing out gender differences to sell their products.
The one minute campaign aims to call out brands who have segmented the market and created products aimed at women, poking fun at items such as pink pens and gratuitous women’s health campaigns.
The ad was made for the annual Brewin Transfer competition at The Cherry Tree Hotel in Melbourne.
Oscar McMahon, co-founder at Young Henrys, said in a statement: “We know that women drink beer for the same reasons men do. Because it tastes good. Wrapping it up in a pink can or putting a spin on it to make it more appealing to women is just marketing smoke & mirrors. That said, we thought we’d give it a go with our new ‘lady beer’.”
The tagline for the ad is “The Young Henrys Newtowner, made for your mouth, not your genitals”.
Stef Smith, of unko, added: “Women have put up with enough crap and casting a female performer would’ve undercut her market value in the lucrative alcohol
sector. So we enlisted Young Henrys co-founder Oscar, capitalising on his connection with the brand and willingness to do (almost) anything for beer.
“To balance the scales, we pulled together an incredible team of female key creatives, supported by their male colleagues and collaborators. Turns out just about anyone will work for beer!”
Credits:
- Directed by Stef Smith
- Produced by Belinda Dean
- Written by Penny Greenhalgh
- Concept by Stef Smith
- Edited by Grace Eyre
- Art Directed by Aisha Phillips
- Cinematographer – Aaron McLisky
- 1st Assistant Camera – Oliver Braslin
- Grip – Martin Fargher
- Gaffer – Tommy Hankinson
- Best Boy – Richard Mason
- Sound Recordist – Francis Byrne
- Composer – Jonny Higgins
- Edit Facility – The Editors
- Edit Producer – Alexandra Kent
- Sound Post Production Company – Sonar Music
- Sonar Music Executive Producer – Sophie Haydon
- Colourist, Title Design & Online – Matt Fezz
- Young Henrys Head of Marketing – Andy Miller
- Young Henrys Comms-quistador – Clint O’Hanlon
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Great stuff unko and Young Henrys! Refreshing to see work having a laugh at marketing BS.
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There’s no Cherry Tree hotel in Balmain. Did this event actually take place?
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Thanks for picking that up, Gavin. The event took place at Melbourne’s Cherry Tree Hotel. The confusion arose because it’s in Balmain St, Cremorne. We’ve fixed the story.
Regards,
Paul