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 | Campari: Turning a Recipe into a Ritual
9.6
Ad of the Day | McAfee: Vacation
9.5
Ad of the Day | Tourettes Action: Misunderstood
9.5
Latest News
May. 22, 2025
Ina Treciokas Launches Ingenuity Group and Joins Acceleration Community of Companies
Top communications strategist will lead her newly formed firm within ACC's ecosystem of omnichannel marketing and media services
May. 22, 2025
"Flush the Hate" – Telekom Turns Online Toxicity into Toilet Paper to Fight Digital Hate
In an age where one in three Europeans experiences online hate, the internet has become a breeding ground for cruelty, masked by anonymity