fe - Futuretalent awards 3rd prize

Why are women labelled as un-feminine when they are seen drinking lager? fe is a new brand of lager that literally removes the "male" from the equation. Sterotypically male icons, like anchors and crowns, are reposessed by women by placing them in a more female context and aim to give women back power that men have claimed as their own. Bottles are curvy and feminine without being too "girly." Colours are kept bold and sexy remaining feminine yet powerful. Advertising plays on the theme of a girls night out whilst point of purchase at a bar aims to "claim back" bar space (which is traditionally a male zone) by feminising the fe area.