This Brand Can: 5 Campaigns Which Put Women First

From the royal wedding to the world cup, 2018 has already been a stellar year for seasonal campaigns. One theme which continues to make marketing headlines is the empowerment of women, and the way different brands choose to celebrate this.

It’s been spectacular to see so many businesses championing both their female staff and customer base, not just on International Women’s Day, but all year round. We’ve taken the opportunity to look back over some of our favourite campaigns so far…

Brewdog: Ironic ‘IPA for Girls’

This clever stunt involved the re-launch of Brewdog’s signature blue canned ‘Punk IPA’ as ‘Pink IPA for girls’. The brand donated 20% of the proceeds to charities that fight for equality, and women were able to purchase the ale for 20% less than the original blue bottle. This campaign was particularly inclusive, as it reached out to ‘anyone who identifies as female’ rather than just cisgender women.

General Electric: ‘Balancing the Equation’

According to a 2014 study, roughly 40% of women with engineering degrees either never work in the engineering field or leave soon after entering. To help counter this, global energy conglomerate General Electric has pledged to employ 20,000 women in STEM jobs by 2020, as well as ‘obtaining 50:50 representation for all technical entry level programs.’

GE introduced this campaign with a disarming advert which asks, ‘What if Millie Dresselhaus, female scientist, was treated like a celebrity?’ The video shows Dresselhaus, the first woman to win the National Medal of Science and Engineering, becoming a trend-setter and A-List celeb world over. Watch it here (be prepared for goosebumps).

Puma: ‘#DOYOU’

In 2017, Puma launched a two-year campaign called #DOYOU, dedicated to platforming women’s voices, battling inequality and encouraging individuality. Cara Delavigne was the face of #DOYOU, but Puma also partnered with pro basketball player Skylar Diggins-Smith and principal dancer for NYC Ballet Lauren Lovette, who shared their own struggles and successes in a YouTube docuseries. In an effort to make the movement as diverse as possible, Puma asked women around the world to share their own inspiring journeys on social media, using the hashtag #DoYouStories.

Harvey Nichols: ‘Say Hello to Holly Nichols’

For the month of September, Harvey Nichols rebranded as Holly Nichols in a bid to ‘support female empowerment’ and ‘celebrate Knightsbridge’s new First Floor’. The revamp coincided with London Fashion Week, and HN took the opportunity to support a host of female designers, while paying homage to women who have ‘influenced our culture and challenged our attitudes’. Although the fashion industry is dominated by womenswear and female buyers, only a third of the top jobs are occupied by women, so it’s fantastic to see a global brand carry out such a public celebration of female talent.

British Airways: ‘#ProudtoBAWoman’

In celebration of International Women’s Day 2018, BA announced its first everend to end female flight’ on record. The flight from Heathrow to Glasgow required a total of 61 staff, and everyone from security team to pilot was female. Flying is an almost entirely male profession at present: only 5% of commercial pilots worldwide are women. The hashtag #ProudtoBAWoman generated important publicity for female pilots, who have little visibility within the industry. Fittingly, International Women’s Day this year marked 108 years since Elise Raymonde Deroche became the first woman to receive a pilot’s license. Bravo, Elise!


Alys Marshall