A new Auckland lobby group has launched a campaign to get Tui to withdraw its beer ads featuring an all-female brewery.
Of all the beer brands out there, Tui is often singled out for pushing the boundaries with its tongue-in-cheek PC-busting billboards tapping into hot topics and for supposedly using sex to sell beer with the Tui brewery girls.
“These ads are retro-sexist,” said Feminist Action spokeswoman Leonie Morris. “They mimic tired old sexist attitudes in an ironic way. They are funny only to people who are happy to laugh at put-downs of women.”
Retro-sexism, she says, promotes a form of mateship that dismisses women’s concerns and trivialises relationships with women.
She slammed the Tui brewery ads for featuring women in skimpy clothes and sexualised poses, whom she said were relentlessly depicted as more stupid than the dorky group of men who try to infiltrate the brewery.
“The ads say that men should judge women just on how they look, that women are stupid and that it’s okay to laugh at them."
The campaign will use Facebook, an online petition and other social media to gain support and put pressure on Tui owner DB Breweries to drop the ads.