Made in partnership with Dentsu Creative, it presented a new drink inspired by women’s experiences in the job market
For Women’s Day, celebrated this Friday (8), the Heineken Group is inviting the market to reflect on the reality that still affects these professionals in the workplace.
With the initiative created in partnership with Dentsu Creative, the group invited executives from the market to try a non-alcoholic drink developed exclusively for this action, Lidera, which has a flavor inspired by women’s experiences in the corporate world: unpleasant.
After reacting to the bad taste, the participants have the label revealed with the list of ingredients that represent truths that are still difficult for women to swallow, such as the fact that only 29% of leadership positions are held by women.
The group also took advantage of the moment to present some of its actions to promote the safety and inclusion of women in the workplace, including the goal that 50% of leadership positions be held by women by 2026.
“We believe in the power of creativity to promote significant changes in society, and the insight to create this campaign was to express the truths ‘in the can’, those difficult to swallow. Through this initiative, we seek not only to expand a debate, but also to inspire actions concrete actions towards a fairer and more equitable future for everyone and, above all, everyone”, said Marina Tonon, creative director at Dentsu Creative.
In 2021, the Heineken Group made a public commitment to have 50% of its leadership positions occupied by women by 2026 and, in the last three years, female representation in these positions grew by more than 7% and covered all areas, including of Production and Sales.
“Our objective was to create an action that invited everyone, including those responsible for decision-making in companies, to reflect with us on what still needs to be transformed. We will only inspire a better and more inclusive society if we do this together and together. With this campaign, we hope to inspire other leaders to strengthen their diversity, equity and gender inclusion agenda”, added Maria Fernanda Cunha, head of Corporate Communications at the brewery.
