Pilsen Callao Admits its Contribution to Sexism Through Renowned Drinking Game

Pilsen Callao beer, along with Fahrenheit DDB – Lima -part of DDB Latina-, released a campaign that called out everyday sexism in their country. Peru is a very sexist country and Pilsen Callao, as a brand, has contributed to this conduct for a long time by following paradigms of sexist advertising. 

However, they decided to put an end to this and change their communication once and for all by creating a social movement in the name of equality. How? By giving a new purpose to the renowned drinking game Never Have I Ever: one that exposed everyday sexism one sip at a time. This campaign not only managed to spread a conversation surrounding sexism and gender inequality among groups of friends, but also made thousands of Peruvians (Pilsen Callao included) accept their own past mistakes. How funny how this all started with a simple game.