Jupiler: The Inclusive Beer Ad

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Media Type:

Print Print

Brand

brand

Agency

agency

Country:

Belgium

Industry:

Alcoholic Drinks

Fancy a beer, Sam? 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.

Credits

Advertising Agency:

BBDO Belgium

Chief Creative Officer:

Isabel Peeters

Creative Directors:

Arnaud Pitz, Sebastien De Valck

Creative:

Frederik Clarysse

Account Director:

Lore Desmet

Account:

Lieselot De Fraine

Design:

Christophe Malotaux

Strategy:

Sofie Verstreken

Date:

November, 2019