In Portuguese, the word "Cervejeiro'' is used to define a man who produces beer. However, the feminine version of the word - “Cervejeira” - instead of defining a woman who produces beer, is used to name a BEER FRIDGE. But nobody had paid attention to this unfair differentiation until this campaign. Upon realizing that this linguistic anormality is imprinted on our society in form of raw data, we decided to act: Cervejeira, it's me - a woman brewmaster -, a social awareness campaign created to help break lame stereotypes in the beer world.

When looking for the Portuguese term 'Cervejeiro' in the Google search image and then 'Cervejeira' (the feminine version), the difference is pretty clear.

The first term brings men of various styles, always involved with beer production. The second brings home appliances as a response.

This data was the trigger to create an entire campaign released on the International Women's Day week, which invited people to do the same search on the internet. This discovery quickly began to rise on social media, generating a lot of conversation specially between women.

On March 8, Ambev's answer came: a film starring Ambev "brewesses", turned the hashtag into a movement and stated that "Cervejeira" is the woman who makes, understands and appreciates beer.

The debate provoked a change in this market which gave the beer fridge its real name at some e-commerces and then brought back the true meaning of the term “Cervejeira".

When looking for the Portuguese term 'Cervejeiro' in the Google search image and then 'Cervejeira' (the feminine version), the difference is pretty clear.

The first term brings men of various styles, always involved with beer production. The second brings home appliances as a response.

This data was the trigger to create an entire campaign released on the International Women's Day week, which invited people to do the same search on the internet. This discovery quickly began to rise on social media, generating a lot of conversation specially between women.

On March 8, Ambev's answer came: a film starring Ambev brewesses, turned the hashtag into a movement and stated that "Cervejeira" (brewess) is the woman who makes, understands and appreciates beer.

The debate provoked a change in this market which gave the beer fridge its real name at some e-commerces and then brought back the true meaning of the term “Cervejeira".

IDEA

It all started with a teaser, released on the International Women's Day week, which invited people to search for the terms “Cervejeiro” and then “Cervejeira” in Google Images, making the comparison of results, which caused great discomfort. The teaser video already brought the campaign's hashtag, #CervejeiraSouEu (#CervejeiraIsMe), which quickly began to rise on social media, generating a lot of conversation.

On March 8, the answer came: a film starring Ambev brewesses, turned the hashtag into a movement and stated that "Cervejeira" (brewess) is the woman who makes, understands and appreciates beer.

With the endorsement of Masters, Sommelières and bar goers, the subject became even more relevant.

SPREADING THE IDEA

The campaign and its discussion became a topic on TV news and also on the internet.

When the debate heated up, Ambev launched a free beer production and knowledge course just for women at Academia da Cerveja (Beer Academy). The movement also gave rise to a 6-chapter web series with the brand’s brewesses.

However, the best result was the change in this market which gave the beer fridge its real name at Empório da Cerveja and then brought back the true meaning of the term “Cervejeira". This achievement was expanded to other e-commerces.

THE TOAST

Hundreds of influencers and renowned professionals in the brewery environment embraced the cause and the subject reached more than 10 million people on social media.

The total number of impressions was over 52 million, and even the competition pulled up a chair to join the conversation. The free course sold out in less than two hours.

REPERCUSSION

+23 million viewers on TV

+17 million reach on social media

+ 37 thousand mentions on social media

Support from our competitors

The campaign and its discussion became a topic on TV news and also on the internet.

When the debate heated up, Ambev launched a free beer production and knowledge course just for women at Academia da Cerveja (Beer Academy). The movement also gave rise to a 6-chapter web series with the brand’s brewesses.

However, the best result was the change in this market which gave the beer fridge its real name at Empório da Cerveja and then brought back the true meaning of the term “Cervejeira". This achievement was expanded to other e-commerces.

Hundreds of influencers and renowned professionals in the brewery environment embraced the cause and the subject reached more than 10 million people on social media.

The total number of impressions was over 52 million, and even the competition pulled up a chair to join the conversation. The free course sold out in less than two hours.