Coors has launched a social media campaign in an attempt to work out why those of the fairer sex generally steer clear of the amber nectar.
Gill Edwards, a self confessed beer lover, has been involved with the campaign and has posted some interesting stats about women and their perceptions to beer following a survey that was conducted with 2,000 women:
• A third of women in the UK enjoy drinking beer, but feel uncomfortable and embarrassed to order it outside of music or sporting events.
• 42% of those polled think the industry should change its advertising first and foremost if it’s to make beer more appealing to women
• It’s not a taste issue, as only a quarter (26%) said the taste should be altered.
The campaign website can be found at http://www.bittersweetpartnership.com, though it appears to be fairly light on engagement at this early stage.
My take:
It is a nice platform for engagement and if women provide their thoughts, this could garner some interesting insights and help with product development. The videos, despite their slightly spooky music, provide compelling stats, though I am not sure they will be the type of thing people will go out of their way to post on their digital real estate – especially given you have to download the videos rather than simply embedding them. But what is my opinion worth? I’m a bloke and associate beer with hot girls, sport and mates.
I know plenty of girls who like beer. I think beer is an acquired taste for men and women. I think the marketing should change, not the product, because beer is fine – beer commercials are spastic. What are they going to do, make Zima II?
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