AB InBev's Brutal Fruit Spritzer, a popular alcohol brand, has announced that it has taken a stand for women's safety with the launch of its 'SheBeen' campaign.
According to Interpol, South Africa is the rape capital of the world.
One of the most dangerous places for South African women to go is to shebeens. Shebeens are taverns in informal settlements where women are often harassed and even assaulted.
According to official South African Police statistics, over 70 women were raped in shebeens from January to March 2023 alone.
"We needed to create a powerful campaign that was bigger than the brand. It needed to be purpose-driven and able to make an impact for more than just Women's Month. So we decided to reclaim a dangerous space," says Ramona Kayembe, head of brand.
The 'SheBeen' campaign launched on National Women's Day by flipping the concept of a traditional shebeen on its head: 'SheBeen', the first women-only tavern.
The space afforded women the freedom to have fun in an uninhibited way. A play on the word shebeen, 'SheBeen' (the venue) was curated with every touchpoint carefully considered, from hers and hers bathrooms to bespoke glass chandeliers, says the brand.
'SheBeen' was curated by women, staffed by women and headlined by women.
"'SheBeen' brought Brutal Fruit Spritzer's brand positioning of 'You Belong' to life because there is no space where women should feel excluded or unsafe — even shebeens," Ramona Kayembe adds.
According to the brand, the impact of 'SheBee' goes far beyond a month-long activation. The brand team saw an opportunity to improve women's safety in the long-term and launched The SheBeen Rated Safe Programme.
"We saw an opportunity working with the Brutal Fruit team and identified criteria that will reward outlets that champion women's safety. We are currently activating the programme in outlets across South Africa. We have committed to assessing over 24 000 shebeens across the country, based on criteria that specifically address women's safety — such as increased lighting and security," says Barbara Copelovici, AB InBev's corporate affairs director.
This programme is currently being rolled out in establishments across South Africa, with 750 shebeens having been 'SheBeen Rated Safe' so far, improving the safety of women on an average night out, says the brand.
The campaign has seen impressive results, with a reach of 185 million and a media ROI of 23:1, the brand adds. Brutal Fruit Spritzer achieved first place in the category with a 36% social share of voice, meeting the campaign's main marketing objective.
'SheBeen' also generated awareness across multiple media platforms with an increase of 169% in conversation volume.
"We are passionate about women's safety and their belonging and believe that the 'SheBeen' campaign is only at the beginning of what it could achieve for South African women," Ramona Kayembe concludes.
For more information, visit www.brutalfruit.co.za. You can also follow Brutal Fruit Spritzer on Facebook, X or Instagram.
*Image courtesy of contributor