Jupiler: The Inclusive Beer Ad
Media Type:
Print
Brand
Agency
Country:
Industry:
Fancy a beer, Sam? On may 18 2019, Sarah Bettens, one of Belgium’s most famous rock stars, announced her transition towards masculinity and became Sam Bettens. One day later, Jupiler, Belgium’s most masculine beer brand with the 30-year old baseline “men know why”, published a newspaper ad stating two simple words: “Pintje, Sam?”. In English: “Fancy a beer, Sam?”. The message to men was clear: Sam is instantly one of the guys. A traditional brand suddenly made a strong point about the normalization of transgender people. Without endless debates. Just no-nonsense instant acceptance.
Credits
Advertising Agency:
BBDO BelgiumChief Creative Officer:
Isabel PeetersCreative:
Frederik ClarysseAccount Director:
Lore DesmetAccount:
Lieselot De FraineDesign:
Christophe MalotauxStrategy:
Sofie VerstrekenDate:
November, 2019
Ad of the day
Ad of the Day | AXE: Fine Fragrance Collection
9.5
Ad of the Day | Corona: For Every Slice of Sun
8.8
Ad of the Day | Kodak: Memory Shots
10.0
Latest News
Oct. 10, 2024
System1 and IPA Data Reveals how Creative Consistency Compounds Advertising, Brand and Business Effects
The study showcases that a new brand metric measured over multiple years
Oct. 10, 2024
Welcome to Greenflag, the 3rd Largest Nation in the World is now Finally Open for Business
627 million people with a collective spending power of $1.75 trillion are unjustly excluded from digital services like finance, education, healthcare, and employment