International Women’s Day, celebrated on March 8, is an opportunity for brands to honour women’s achievements and advocate for gender equality. But, some marketing campaigns miss the mark, resulting in cringeworthy promotions that can alienate the intended audience. In this article I’m looking at some Women’s Day marketing campaigns that missed the mark and tips to ensure yours doesn’t.
#1 Burger King’s “Women Belong in the Kitchen” Tweet (2021)
In an attempt to highlight the underrepresentation of female chefs, Burger King UK tweeted, “Women belong in the kitchen.” While the subsequent tweets clarified their intention to promote a scholarship program for female chefs, the initial tweet was widely criticised for perpetuating sexist stereotypes.
Sometimes things just need to stay in your head and this campaign was one of them. We get how BK thought they were being witty but it fell flat and ended up actually being offensive.
#2 McDonald’s Flipped Arches
In 2018, McDonald’s decided to flip its iconic ‘M’ logo to form a ‘W’ in honour of International Women’s Day. While the gesture was intended to celebrate women, it was met with criticism for being a superficial act that did not address deeper issues of gender inequality within the company or the fast-food industry. Critics argued that instead of making symbolic changes, the company should focus on implementing policies that support female employees.
And I agree. I’ve worked in companies who roll out their token women for Women’s Day social media photos. Most were not in senior positions or even paid the same as their male counterparts. It’s an empty gesture.
IMHO the flipped M would have been great if it were teamed with a meaningful statement. Issues affecting women in the workplace range between countries but can include any and all of these:
- Gender pay gap
- Work-life balance
- Pregnancy discrimination
- Representation
- Discrimination
- Gender bias
- Glass ceiling
- Creating safer work environments for women
- Career opportunities
- Flexible working
#3 Johnnie Walker’s “Jane Walker” Edition (2018)
Johnnie Walker introduced a special edition of their whiskey called “Jane Walker,” featuring a female version of their iconic logo. This move was intended to appeal to female consumers and celebrate women’s progress. However, it was perceived by many as a marketing gimmick that pandered to women without making any substantial contributions to gender equality or addressing the male-dominated culture of the whiskey industry.
It’s also quite patronising. We really don’t need lady whiskies, pink pens and credit cards that are sparkly for the shopping trips we just can’t resist. Eyeroll.
#4 Jackie the Ripper
“Today is the day murderous females get the recognition they so rightfully deserve” (Image credit: London Dungeon)
Last year, the London Dungeon renamed serial killer Jack the Ripper, Jackie the Ripper, and decided the murderer would be played by a female actor rather than a male actor. A tweet from iVisitLondon said: “Today is the day murderous females get the recognition they so rightfully deserve, @London Dungeon for one day only Jack the Ripper has been dubbed Jackie the Ripper.”
Apparently, this move was made to bring attention to the theory that Mary Pearcey, who was convicted of killing her lover’s wife and child in 1880, and was once a suspect in the Jack the Ripper case. However, the fact is that all Jack The Ripper’s victims were women. This was therefore a wildly inappropriate take on real historical events.
Tips for Women’s Day Marketing
- Align with Your Brand Values – Ensure that your Women’s Day initiatives are consistent with your company’s mission and values. Authenticity resonates more with audiences. Don’t jeopardise that for likes.
- Highlight Real Stories – Feature stories of women within your organisation or community who have made significant contributions. This not only honours their achievements but also provides relatable role models.
- Support Relevant Causes – Consider partnering with organisations that promote women’s rights or contribute to causes that benefit women. This demonstrates a genuine commitment to making a positive impact.
- Avoid Stereotypes – Steer clear of messaging that reinforces traditional gender roles or stereotypes. Focus on empowerment and equality.
- Engage Thoughtfully – If organising events or discussions, ensure they provide value and address pertinent issues related to women’s rights and equality, rather than serving as mere formalities.
- Don’t Say Anything – You don’t have to post about women’s day. If your organisation is not empowering women (booo) then it’s ok to stay quiet. It’s certainly preferable to being hypocritical.
By approaching International Women’s Day with sincerity and purpose, brands can create meaningful campaigns that honour the day’s significance and resonate positively with their audience.
The theme of International Women’s Day (IWD) 2025 on March 8 is to help #AccelerateAction. At the current rate of progress, it will take until 2158, which is roughly five generations from now, to reach full gender parity, according to data from the World Economic Forum. Focusing on the need to Accelerate Action emphasises the importance of taking swift and decisive steps to achieve gender equality. It calls for increased momentum and urgency in addressing the systemic barriers and biases that women face, both in personal and professional spheres.
What’s the most cringe Women’s Day campaign you’ve seen? Tweet me @Charli_Says and share it. In the meantime, reach out to our women founded marketing agency for marketing campaigns that do work.