Jupiler: The Inclusive Beer Ad

February 27, 2020Filed under Print and Alcoholic Drinks

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.

Fancy a beer, Sam?

Advertising Agency:BBDO, Brussels, Belgium
Creative Director:Arnaud Pitz, Sebastien De Valck
Creative:Frederik Clarysse
CCO:Isabel Peeters
Account Director:Lore Desmet
Account:Lieselot De Fraine
Design:Christophe Malotaux
Strategy:Sofie Verstreken
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