Budweiser corrects sexist posters from the 1950s and shows the world is moving towards gender equality

Brewer Budweiser has recently released advertisements that are making waves. The pieces were produced following a colorful vintage technique, but that is not exactly what has been attracting public attention. The novelty is that the campaign is very similar to the posters that the company itself publicized in the 50s and 60s and of which it is not the least bit proud. In 2019, publicists corrected an important part of these pieces.

O awesome.club compared how society has changed in recent decades, portraying this through the advertisements of this iconic brand. Follow:

Until the last century, the role of a woman in society used to be limited to the tasks of a wife and housewife, always subordinate to her husband. This image has been reinforced by the media, including advertising, as they reflect the real world. And a brand like Budweiser, strongly linked to the male universe, was no exception.

The poster below, for example, is from 1956 and is aimed directly at women, but only to convince them that the product is perfect for husbands, who will certainly be satisfied. Therefore, the woman (that is, the housewife) must (or should) always prefer this brand. What appealed to the female audience and women’s opinions about the product were not exactly the issue. They just weren’t important.

“She found out that she married two men. In fact, it’s happened to all women… because there’s always that inner man, you know. And think of all the planning involved in meals prepared to please you. When you plan a dish, are you being honest with yourself? Do you compliment your delicious dishes by serving the best beer ever brewed? PS: It’s a fact: Budweiser has pleased more husbands than any other drink ever known. Year 1956.

The traditional model of a wife unconditionally involved the role of housewife and cook, who was obliged to feed her own husband well when he came home from work. The only thing the man needed to do was loosen his tie and enjoy his beer.

“Dinner is almost ready and it smells great. Loosen your tie and enjoy your Budweiser.” Year 1962.

At that time, advertising only featured men. The woman always appeared behind, satisfying her husband’s whims. For example, in this 1958 poster, the wife is portrayed almost as a servant, serving the man beer.

“The king’s credentials! The King of Beers prints its ingredients directly on the label. Do you know of another beer that does the same?” Year 1958.

Fortunately, the decades have passed and a lot has changed. The world has come a long way towards gender equality and a more equal society overall. And as advertising reflects the processes that society goes through, it also needed to adapt.

In the “corrected” poster, Budweiser is no longer positioned as a “male” product, but aimed at anyone.

“She discovered that she has everything. In fact, she has never felt more fulfilled. Because she’s surrounded by people who accept her for who she is, inside and out. And that’s all she needs. PS: It’s a fact: Budweiser can be enjoyed by anyone, anywhere”. Year 2019.

However, many people consider that there is still a long way to go. “Today, only 61% of promotional materials portray women in a positive light,” states Budweiser. “We want to contribute to seeing the world of advertising reach 100%”.

“Home is where life happens. And life happens when you build it together.” Year 2019.

These days, couples often cook together and then enjoy a good meal. The great reality is that sometimes it is not even necessary to cook, as it is possible to order your favorite dish and dedicate to each other the time that would be spent in the kitchen. These little joys are just as important for men as they are for women.

“It’s Friday, your favorite food just arrived. Crack open an ice-cold Bud and enjoy some me-time.” Year 2019.

What do you think of this brand’s change in positioning? Comment!