WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY



Beefeater - Make It a Double

Company: Allied Domecq
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Brand: Beefeater
Ad Title: Make It a Double
Business Category: Alcoholic Beverages
Media Outlets: Print
Country: United States
Region: North America
Agency: unknown
Year: 2001
Target: Mainstream
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A twist on the stodgy male-only Beefeaters of the past, putting women in the role is a fresh approach for a brand trying to become more contemporary.

This print ad has run in both mainstream magazines and gay media -- perhaps changing the implied meaning of the women, depending upon the type of publication. It could be an "innocent" pairing of women in a straight magazine, or imply a couple in a gay mag.

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JRatkins , San Francisco
Funny--I never thought of this as "an innocent pairing of two women" when I saw it in straight publications. I think it's just pandering to straight males' threesome fantasies.

Martin Storer , Penrtih, England
Isn't there a play on words in there as well... come on "Beef Eaters"?!

T. Dougherty , Seattle
I think that it's a little too much to think that every ad that features 2 or more women- however provocatively attired- is an attempt to capitalize on lesbian fantasy. This one is a stretch in that regard. However, most would agree it is miserably sexist and demeaning to women.

Carrie , Hamilton, Ontario
Very cheesy.

Audrey Gilles , Brattleboro, VT
This doesn't say queer to me at all. Definitley targeting straight, white men that drink Beefeater. That is to say, it doesn't seem like a great departure to me. Same macho, power integrity, but sexist.

Amber , Marengo, Iowa
Innocent is not what comes to mind when seeing these two girls. I have seen this ad in 3 magazines now, Playboy, Out, and Cosmo. In all three magazines the meaning never changed to me. They always looked like two girls posing for the camera. They look like they are up to something. They are both very sexual in those outfits.

Wendy , Redondo Beach, CA
Make It a Double definitely alludes to the straight male threesome fantasy.

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