Pints all round
John smith's GOLDEN ALE
In 2018, people are still assigning genders to drinks. John Smith’s tackles that nonsense head-on.
In the week leading up to International Women’s Day, we launch teaser ads promoting a new John Smith’s pint, especially for women.
We speak to women directly by placing ads in magazines like Vogue and Vanity Fair and targeted ads on social media. Everyone’stalking about the new John Smith’s pint.
On International Women’s Day, we reveal that John Smith’s has now become J.Smith’s to celebrate men, women, and anyone in between enjoying a pint of ale because no drink should ever be gendered.
We launch the new inclusive branding at pubs across the UK on International Women’s Day, inviting the press to cover the big reveal. Posters remind people that when it comes to J.Smith’s, it’s pints all round.
John Smith’s was all about blokes (it even says so on their website), but J.Smith’s isn’t. We sponsor events like London Fashion Week. Models are papped drinking J.Smith’s while they’re getting ready and carry pints as they walk the runway. It’s normal for anyone and everyone to drink J.Smith’s.