Client: AB Inbev
Product: Jupiler
Title: The Inclusive Beer Ad
Media: Newspaper ad
Country: Belgium
Date Of Campaign: May 20, 2019

Background: Jupiler is Belgium’s leading beer brand, and also the most stereotypical masculine brand. For over 30 years, Jupiler had been built on the baseline of “Men know why”. In 2019, we all felt that it was time to update that - outdated - positioning, making it more modern. At the same time we realised Jupiler had a huge impact on traditional men. “Leave no man behind” was born. Stemming from the insight that many men still don't quite know how to cope with modern times, gender equality, metoo, etc, we decided Jupiler could play a role in showing them the way. Then the news came in. On may 18, one of Belgium’s most famous rockstars, Sarah Bettens, announced her transition from female to male. A huge step for the transgender community towards normalization of transgender people. A perfect opportunity to show men how to react towards transgenders in general.

Idea: On may 18 2019, Sarah Bettens, one of Belgium’s most famous rock stars, announced her transition towards masculinity and became Sam Bettens. A big news event, and a big step towards normalization of transgender people in general. A perfect moment to earn men's attention and show them how to navigate a topic some of them might not know how to react to. One day after Sarah's coming out, 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?”. Calling him by his new name and gender. The message to men was clear: Sam is instantly one of the guys. This simple question symbolized acceptance. It was directed at Sam, but was designed to help the every day man navigate the topic in a laid-back, no-nonsense way.

Results: A total earned reach of 30,4M impressions Offline reaching 5.2M Belgians (on a total population of 11M) and online with a unique reach of 8,2M people Extensively featured and discussed in dailies, talkshows and news on the nation’s 4 main TV channels + 8 different radio stations (all both public and commercial broadcast). Again reaching 7,1M Belgians (on a population of 11M) Total earned media value estimated at €1,3 million The nation’s leading newspaper launched a poll (12.000 respondents), resulting in a 75% positive evaluation rate of the initiative. The Positive sentiment was further driven by celebrities, experts, influencers, consumers and – most importantly – the transgender community and entities, lauding the expression as a necessary, low-barrier conversation starter. The expressions “Beer,..?” And “…,Sam?" Quickly made it into the culture and were used extensively by both other brands, cartoonists, journalists and people in their everyday life. The expression “Beer, Sam?” was even featured in the promotional copy to announce Sam’s new book. 84% of respondents (Ipsos, n=1.700) stated that there was a good brand fit between the action and Jupiler The already sky high brand awareness of Jupiler (99,7)% further increased with 0,3% after the campaign Brand trial increased significantly with 1.7% in the months after the initiative