A friend of mine recently co-founded the Alewives Podcast to celebrate “beer, history, beer history, and the women who make them” and that’s got me thinking a lot about beer marketing and advertising.
The Coors Light “The Official Beer of Being Done Wearing a Bra” advertisement above stands out, as many have commented, because it’s a far cry from the usual “beaches and bikinis” portrayal of women we often see in mass-produced beer advertising.
But while everyone is focused on the end, where she takes her bra off as a relaxing (and non-sexual) gesture, I noticed two things earlier in the advertisement that are also strong signals to women:
- :06 mark: As she takes off her shoes, we see a bandaid. If you’re not familiar with the “heel bandaid” they are worn because the backs of some shoes rub on your actual heel and it causes pain and blisters. It’s very common with high heels and thus something many women can relate to. Side note: If you can relate to this, heel grips are a beautiful thing.
- :03 mark: I could be wrong about this one since we don’t see a dog later in the ad, but the painting of the dog on the wall looks like it came from a “Paint Your Pet party” to me. These parties are where people bring their own food and drinks and take a class where they learn to paint. They tend to be especially popular with women.
And there are a couple of subtleties when she opens the fridge (:10 mark) that are worth noting:
- There is a bottle of white wine that she reaches past to get to the Coors Light beer, subtly offering a contrast to the traditional expectations that women reach for wine to relax.
- The fridge has fruit juice, salads, some sort of takeout, and an apple in it. While I’d argue fruit juice isn’t healthy, the foods we associate with health around the Coors Light cans in the fridge gives the beer an association effect of healthiness.