The
recent Bud Light controversy, which saw conservatives boycotting the American beer brand because it partnered with a trans woman for a March Madness promotion, might be emblematic of the US culture wars. But everywhere, the alcohol industry is saturated with gender-specific messaging.
Bandida do Pomar's light-hearted brand activation goes against that grain, saying, "Nesta lata há espaço para todo" — this can has room for everyone. Not necessarily limited to gender identity, the concept is part of a broader 'denuncia-te' campaign for the six-year-old, Heineken-owned cider, centered around encouraging people to express or reveal themselves and their quirks. If your brand believes individuality and diverse perspectives enrich our society, how could you let your products convey that message?
