A brewery has swapped its logo of a woman in suspenders for a fighter pilot to make the beer more female friendly.
Nottingham-based Castle Rock has brewed a beer in honour of World War Two pin-up Elsie Mo since 1998 and it is one of the company’s top selling ales.
But now its has been ditched in favour of a more politically-correct design, which pays homage to the Second World War’s female pilots.
With no hint of cleavage or legs, the change marks an industry-wide move to get rid of sexist beer marketing. It’s the third re-brand for the award-winning Elsie Mo.
Inspired by the historical images of American war plane nose art, the original pump clip featured a blonde pin-up in a scanty pink top. She was given a “boob job” in 2007, fulfilling the beer’s motto: “Full bodied and totally irresistible.”
Castle Rock managing director Colin Wilde said: “It is time to acknowledge that the sexualised presentation of Elsie Mo is not accepted by a culture that strives for, and celebrates, equality.
“It has always been our intention to make all of our customers feel comfortable, and we recognise that we may have let some people down.
“Over the last few years, we’ve questioned the Elsie Mo branding ourselves, as well as customers. In 2014, we re-branded Elsie, wanting to better integrate the image within the historical context intended. The consensus from our customer base that the pump clip was improved, but the depiction of Elsie Mo remained a contentious issue.
“While we never set out to offend, we acknowledge that the pump clip – in all versions it has appeared over the years – may have been regarded as offensive and we now think the time is right to move forward.”
The re-brand has been designed to celebrate the “will and bravery of women both in times gone by and today”, without losing its original heritage.
Inspiration has been taken from the Second World War’s women pilots, who took to the skies in Spitfires, Lancasters and Hurricanes to deliver battle-ready planes to RAF fighter pilots.
Mr Wilde added: “Elsie’s now in the pilot’s seat, where perhaps she should have been all along.”
The re-brand was overseen by the marketing department at Castle Rock, with marketing executive Liv Auckland being instrumental in the conceptual designs.
Ms Auckland said: “We worked closely with our designer to ensure the new pump clip is spot on. While it pays homage to the war effort and the unsung bravery of these pilots, my aim was for it to be an empowering image – to be a pump clip that proudly celebrates women in all industries, including our own.”
The new pump clip will be rolled out to pubs over the next few weeks but some of the old labels will remain until stocks run out.
Article Source : http://www.telegraph.co.uk/news/2018/01/25/brewery-swaps-woman-suspenders-fighter-pilot-make-beer-female/