Between International Women’s Day and Women’s History Month, March is a key time for brands to focus on connecting with the women in their target audience. Find out how companies are honoring women through new campaigns and initiatives in our Weekly Must Reads.

How Brands Celebrated International Women’s Day

This year, many of the biggest brands used March 6, otherwise known as International Women’s Day, to celebrate and advocate for women around the world. Several of the biggest campaigns focused on celebrating women in business. Barbie launched a new line of dolls inspired by STEM leaders, and Starbucks spotlighted 12 women who play important roles in the coffee industry. Similarly, Google is highlighting one inspiring woman each day this month on YouTube and Google TV.

Other brands are taking a different approach. Bose launched an initiative to create more music production opportunities for women and non-binary people, while Hershey brought back its annual SHE bars to benefit the nonprofit Girls on the Run. Find out more details about all these campaigns and more here: https://adage.com/article/marketing-news-strategy/international-womens-day-2023-google-pepsico-and-other-brand-plans/2478466

Miller Lite Takes Down the Bad $#!T

In a new campaign for Women’s History Month, Miller Lite is transforming sexist beer ads of the past into “Good $#!T” – aka fertilizer. The beer brand has spent the last few months buying old, outdated marketing materials with the intention to turn them into compost, which they’ll donate to women hops farmers to use as fertilizer. The campaign is a smart move for Miller Lite. It speaks to an often-ignored audience of beer drinkers by both taking down sexist ads and supporting real women in the industry.

The “Bad $#!T to Good $#!T” initiative kicked off with a video from comedian Ilana Glazer. In the ad, Glazer also explains women’s history in beer brewing, which dates back to some of the earliest human civilizations. Learn more about the brand’s new campaign here: https://www.marketingdive.com/news/miller-lite-womens-history-month-sexist-ads/644322/

Dove Challenges TikTok’s Glamour Filter

TikTok’s so-called Bold Glamour Filter is the latest effect to go viral on the video platform. For weeks, creators have posted videos of themselves in the filter, which dramatically enhances each person’s facial features to give them a more “glamorous” look. According to Dove, these extreme filters perpetuate unrealistic beauty standards, which can be especially harmful for young girls. In a new initiative, the brand encourages women to post unfiltered photos and videos of themselves with the hashtags #TurnYourBack #BoldGlamour #NoDigitalDistortion.

The new social media movement is part of Dove’s ongoing Self Esteem Project. As part of the campaign, the brand has pledged to never digitally alter anyone in their marketing or advertising. Natural beauty has long been a focus for Dove, dating back to their “Real Beauty” campaign in 2004, which was one of the first to promote body positivity. Read more about their newest fight against unrealistic beauty standards here: https://www.thedrum.com/news/2023/03/08/dove-takes-crusade-against-unrealistic-beauty-filters-tiktok

Guinness Promotes Alcohol-Free Beer for St. Patrick’s Day

When people think about beer on St. Patrick’s Day, one brand typically comes to mind: Guinness. The traditional Irish stout beer and St. Patty’s Day are practically synonymous. However, in a surprise move this year, the brand is choosing to promote their new Guinness 0.0 nonalcoholic beer for the holiday. Their new campaign, “Make It a St. Patrick’s Day to Remember,” encourages responsible drinking on a day that typically revolves around heavy alcohol consumption.

The campaign launched last week with a comical video of Guinness 0.0 pints singing “Holiday Out for a Zero,” a play on Bonnie Tyler’s iconic 1984 song. Additionally, the brand will give away 50,000 pints of the beer in Ireland this weekend and transform four classic Irish pubs across the country into Guinness 0.0-branded bars. Check out the first video and learn more about the beer industry’s nonalcoholic focus here: https://www.adweek.com/creativity/guinness-st-patricks-day-message/