john smith’s - pints all round

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PINTS ALL ROUND

THE BRIEF

Get more young feminine types drinking an old-fashioned blokey pint.

THE ANSWER

In 2018*, people are still assigning genders to drinks. Who better than John Smith’s, the ‘no nonsense’ brand, to tackle that utter nonsense head-on?

In the week leading up to International Women’s Day, we spoof typical feminine-focused ads hinting at a ladies launch.

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PROn International Women’s Day, we reveal that John Smith’s has dropped all of this gender nonsense and become J.Smith’s, celebrating men, women and everyone in between who enjoys a good pint.We launch the new inclusive branding at pubs across the U… — PR
On International Women’s Day, we reveal that John Smith’s has dropped all of this gender nonsense and become J.Smith’s, celebrating men, women and everyone in between who enjoys a good pint.
We launch the new inclusive branding at pubs across the UK, inviting the press to cover the big reveal. And give all the J Smith’s a pint on us to celebrate.

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Each teaser ad promotes the alleged launch of a new John Smith’s pint made especially for feminine tastes.

PRINT/SOCIALWe speak to ladies in places they wouldn’t expect to find John Smith’s, like Vogue or Vanity Fair, and target them directly on social. Everyone wonders what John Smith’s are playing at. — PRINT/SOCIAL
We speak to ladies in places they wouldn’t expect to find John Smith’s, like Vogue or Vanity Fair, and target them directly on social. Everyone wonders what John Smith’s are playing at.

PRINTPosters let people know that as far as J Smith’s are concerned, it’s pints all round. — PRINT
Posters let people know that as far as J Smith’s are concerned, it’s pints all round.

NEW SPONSORSHIPJohn Smith’s was all about blokes doing blokey stuff (it even says so on their website), but J.Smith’s isn’t. So, we flip the gender stereotype script by sponsoring 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. — NEW SPONSORSHIP
John Smith’s was all about blokes doing blokey stuff (it even says so on their website), but J.Smith’s isn’t. So, we flip the gender stereotype script by sponsoring 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.

* Unfortunately, this nonsense is still true today, too. * sigh *