Radio personality Dineo Ranaka turned up the
heat on social media and addressed one of society’s prominent stereotypes – that
beer is only for men. This conversation has spread like wild fire and women across
the country are sharing their opinions with regards to the social misinterpretation that
they shouldn’t drink beer with the hashtag #HoldMyBeer.
Castle Lite has been following the conversation and the team took a long hard look
at the role they might have played in making females feel so excluded.
Over the years, Castle Lite advertising has heroe’d men and diminished the role of
women, even potentially objectifying them. It is time to apologise for this and take a
strong stance to change how the brand portrays women and shape the correct
cultural norms. The brand believes all people should be able to choose what they
want – from their careers straight through to their drinks – regardless of their gender.
“We at Castle Lite recognise that women are not accessories to men – they sit at the
corporate board table and the pub too. Our ads and communications will never again
degrade or objectify women. We celebrate the more than 1 million women who drink
Castle Lite and will treat them with the respect they deserve in all of our brand
communications moving forward.“ – Becky Opdyke, Castle Lite Brand Director.
Castle Lite takes ownership and would like to apologise to the women of the
continent (please see video below):
https://twitter.com/castlelitesa/status/971749334197981185
Happy International women’s day! LADIES - Hold YOUR beer with pride!
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