Throughout the timeline of feminism, from the early days when women fought for basic rights, such as women’s civil, social, political and religious rights, to the issues we still discuss today, such as the right to clothing and equal pay for equal work. All of these rights have been continuously fought for by women before us and are the cornerstones of women’s quest for freedom today.
Popular feminism in the context of neoliberal capitalism gradually expands its influence through networked digital media. On such a basis, advertisers have also applied feminist connotations to their advertising and marketing strategies.
This year, Michelob Ultra filmed a television commercial recreating the experience of Kathrine Switzer, the first woman to run the Boston Marathon officially. This campaign promotes the running foundation set up by Michelob Ultra to support women and non-binary people runners.
As the film tells it, Kathrine registered for the Boston Marathon in 1967 under the name “K.V. Switzer” and subsequently became a target of the crowds during the race. taff and other runners rushed her, trying to stop her from running and ripping off her number 261, but she persevered and ran the whole race. Even in 1972, thanks to the constant persuasion of Kathrine and other women to the Athletic Association, the first Boston Marathon in which women could participate openly was held. After that, women’s participation in marathons began to become the norm.
Kathrine not only ran a challenging marathon back then but was physically involved in that difficult long run for women’s rights. However, Michelob Ultra will always be a faithful partner in this “feminist marathon”, which is what Michelob Ultra wants to express through its advertising.
Under the ideology of neoliberalism, brands wishing to profit from feminism, a hotly developing social issue, are looking to expand the influence of their brands on the free market.
The Running Foundation, established by Michelob Ultra, support female and non-binary runners with race training, sports equipment, marathon race fees and more. It closes the gender and resource gap in sporting events and promotes gender equality in sports.
This will enable Michelob Ultra to reach more female and non-binary consumers. What’s more, these consumers, in the age of networked digital media, recognise their increasing importance in influencing change. So their choices are becoming more significant, so they are beginning to choose brands that align with their values. Along with this, female empowerment ads like Michelob Ultra will raise the positive image of the ad and the brand among consumers, which will directly boost product sales. And brand loyalty will increase as a result, which helps the brand beat other competitors in the same market category.
Therefore, an important concept has emerged, namely brand activism. This also caters to the consumerism of neoliberal values.
“On the progressive activism side, we see more and more companies seeking to have an impact on the biggest societal problems. These companies have a larger purpose than simple profit-seeking, and are increasingly seen as leaders in their industries.”
It seems that Michelob Ultra also obey the statement.The foundation established by Michelob Ultra was not originally profit-oriented. It was created so that the brand could engage with feminism, particularly the issue of women and non-binary people in sports, to become a leader in the beer industry.
In the end, I find it interesting that there is some basis for Michelob Ultra’s choice of feminism as the social dimension of its concerns. Beer has long been a symbolic alcoholic drink for men, and its female consumers are not valued. In recent years, however, female consumers of beer have been on the rise. It is, therefore, on this premise that Michelob Ultra has seized the opportunity to make a breakthrough.