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
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