An Exploration of Female consumer perceptions of Femvertising: Heineken`s #CheersToAll Campaign

Abstract

In recent decades, the amount of money organisations invested in social causes has increased dramatically. Femvertising—the celebration of women's empowerment via advertisements—is a social cause which has found traction with businesses. Heineken`s #CheersToAll Campaign and Always's "like a girl" challenge examples. Consumer attitude is known to be improved by high levels of perceived company cause fit. However, in the instance of femvertising, such advertising is always obvious. Commercials from companies as different as Nike, Always (Unilever), and Under Armour have aired encouraging women to acquire or openly demonstrate traditionally masculine attributes like athleticism, ambition, decisiveness, and boldness but never on the consumption on male-targeted advertisements such as beer commercials. Most femvertising campaigns also include references to feminine characteristics, such as a focus on looks and nurture, as well as the creation of the ideal androgynous woman: attractive, yet strong; resolute, yet sensitive. Based on company-cause fit, this exploratory study analysed the effects of femvertising on female consumer sentiment and purchase intention, women’s knowledge and views of the femvertising efforts of organizations such as Heineken’s #CheersToAll Campaign where the study was conducted through focus groups (Singh, Iglesias & Batista-Foguet, 2012, 542). The findings were theoretical and have practical significance for cause-related marketing experts as well as firms and advertisers considering gender welfare causes as part of their marketing strategy. The primary research question addressed the following: “What are females’ perceptions of the effectiveness of femvertising messages of Heineken`s #Cheerst to all campaigns? The sample of the study is female and male participants aged between 18 – 25 who live in the Northern Part of Johannesburg. Participants were contacted via email and will be pre-screened to ensure they fit the sample parameters above. The last aspect is the unit of analysis refers to the individual. In this study, we are looking at the individual’s perspective. One of the most significant findings of the study included was that many participants argued that brands in South Africa should start using social messaging in a more effective rather than an obvious way, such as Femvertising, in their advertising efforts, but should do so in a way that resonates with consumers. Social messaging, which creates conversation, and pushes boundaries, the ad highlights an important social issue that is lacking in a South African context.