Case Study 1 - Gender

Summary

This case study of gender in advertising through the lens of two campaigns – one by Virgin Atlantic and one by Bud Light – examines these brands’ alignment with modern gender perceptions and the subsequent consumer responses. It considers how advertising mirrors or moulds society’s gender norms and how companies navigate this spectrum. Beginning with Virgin Atlantic’s ‘See the World Differently’ campaign and updated gender-identity policy in 2022, this example indicates the campaign’s success in its positive reception. Conversely, Bud Light’s collaboration with trans activist Dylan Mulvaney for the ‘Easy Carry Contest’ faced a polarised reception. While aiming to resonate with a younger, more inclusive demographic, the backlash from conservative corners illustrated the risks involved when a brand ventures into socially charged territories without thorough consideration of its diverse customer base.

The comparison between Virgin Atlantic’s holistic approach to embedding inclusivity into their brand ethos contrasts with Bud Light’s reactive stance, highlighting the importance of proactive engagement with social issues in brand strategy.