Brand ········· Muschicraft
Agency ······ HeimatTBWA Berlin
The Most
Illegal Beer
Illegal Beer
Made of gender injustice,
against gender injustice
In over 1/3 countries worldwide, there are still laws prohibiting women from doing things that men are allowed to do.
The feminist beer brand Muschicraft, which translates as “Pussy Power”, stepped up to spotlight and challenge such widely existing gender injustices --
With a beer that breaks the laws from over 50 countries, simply because it’s made by women.
The feminist beer brand Muschicraft, which translates as “Pussy Power”, stepped up to spotlight and challenge such widely existing gender injustices --
With a beer that breaks the laws from over 50 countries, simply because it’s made by women.
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“The Audacity!”
Women from around the world came together to make this beer, intentionally violating the sexist laws from their countries of origin, doing the very things that are forbidden for them but allowed for men.
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“A Rebellious Manifesto”
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“A Rebellious Manifesto”
The beer was sold online and in a diversity of bars, shops, supermarkets, events, etc., with its story printed on the label. Even competitors like BrewDog and BRLO sold the beer in their stores. Sales raised money for Women For Women International.
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“Revolutionary Beer”
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“Revolutionary Beer”
Results
The Most Illegal Beer generated organic buzz all over the world, amassing coverage and sparking discussions, even in countries with laws broken by the beer, such as Italy, Russia, China, Ukraine and the US.
