By: Casha Doemland
Every year during the month of March, the packaging world serves up a handful of women empowerment designs to celebrate International Women’s Day and Women’s History Month. From McDonald’s inverting the famous “M” to a “W” in 100 women-owned stores to Smirnoff delivering “Phenomenal You” bottles to 100 women across the globe, the love this year is real.
And while no one would argue that women shouldn’t be recognized, in the process of celebrating them, let’s be smart about it. How you execute the idea is the most important piece, end of story. It’s the first thing consumers see, and the world has had their fair share of pink, glitter and “insert product here for girls/women” designs.
Conventional, binary categories are becoming a thing of the past with younger generations, and it’s been proven by the backlash companies are receiving in regards to their branding. Johnnie Walker recently kicked off Women’s History Month by swapping their iconic Striding Man logo on their award-winning Black Label blend for a woman for the first time in 200 years. Plus, with every purchase of Jane Walker, $1 is donated to organizations for women and women’s rights.
While Johnnie Walker wanting to bring women to the foreground is admirable, there remains an off-putting implication that women weren’t scotch drinkers beforehand and it’s rubbing women the wrong way. Another company to slightly miss the nail on the head this year was BrewDog with their satirical take on a Pink IPA. Are we not past the cliches of booze, where whiskey or beer is a “man’s” drink and vodka shaken into a Cosmopolitan is for the ladies?
When will beverage companies learn that alcohol is not gender-specific, it’s taste specific. There’s no need to create a “female version” of your product and if you are determined to create special packaging, take a page out of Brawny’s book with #strengthhasnogender.
This campaign speaks volumes, and it’s backed by the dozens of individuals who have shared their Shero online with the hashtag. Additionally, each year Brawny and their head company, Georgia-Pacific, honor three women who have broken down the barriers in male-dominated fields.
2018 is highlighting Vanessa Casillas, a bricklayer and board member of Chicago Women in the trades, Sarah Herron, founder of SheLift and Rachel Wilson, a Marine Corps vet who helps veterans overcome trauma post service. Additional elements include partnerships with Genna Davis, Lily Singh and Shalane Flanagan and a $100,000 donation to Girls Inc.
So, what’s the difference between Johnnie Walker and Brawny because both brands swap the traditional male icons for a female?
The sheer execution.
Switching up your branding for Women’s History Month and International Women’s Day doesn’t have to be fraught with peril. CPGs and other businesses would be doing themselves a tremendous favor if they abandoned female-only branding as the results can be either mixed or misinterpreted. Brands can showcase their appreciation for women by donating to charities, whether it’s through a portion of their proceeds or by forming partnerships with nonprofits and other like-minded organizations.
Just spare us the bedazzled, pink packaging, OK?
Casha Doemland
LA-based and Georgia-bred, Casha Doemland spends her days crafting poetry and freelance writing. Over the last two years, she’s been published in a variety of publications and zines around the world. When she’s not nerding out with words, you can catch her watching a classic film, trekking around the globe or hanging out with a four-pound Pomeranian.
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