Men usually give flowers to women as a celebration gift during International Women´s Day. It sounds like a joke as this day represents women's fight for equal rights and for the removal of stereotypes. And to stop this misguided tradition, we couldn't talk to men, we couldn't just talk to women either. We had to act. So we asked women to exchange the flowers men gave them for free beer. This way, women wouldn't celebrate Women's Day how men expected them to but commemorated their history how they wanted to.

Since this was a one day action and we were giving free beer, we decided to communicate the idea trough a single organic post on Facebook and let it spread by its own power. A day before we posted a simple image that said: "if you are a woman and you are tired of getting a fragile flower as a gift during your day, change it for a free Barbarian beer in bars or supermarkets. Commemorate Women's Day as a Barbarian". In Women's Day, we activated many bars and supermarkets in Lima. In bars, women took a flower and drank a glass of beer right there. In supermarkets, women took bottles of Barbarian for free and consumed them wherever they wanted to. Massive amount of flowers were exchanged for Barbarian beer by simply turning flowers into beer currency for one day.

99% Positive comments on Social Media.

Brand Record in likes on FB with an organic post.

600% more reach.

1000% higher community growth.

Women became 58% of our active community.

25% more sales.

Women started to celebrate their day with beer instead of flowers