The Most Illegal Beer.

Muschicraft (Together with HeimatTBWA\)

We created The Most Illegal Beer for Muschicraft; a feminist beer brand whose name translates to "Pussy Power”. In over one-third of countries, it’s still illegal for women to do things men can; including brewing beer. So we brewed it anyway. Made by women, and illegal in over 50 countries, the campaign turned a simple beer into a global statement, sparking debate, mobilizing allies, and raising funds for Women for Women International.

The beer was sold in a wide range of bars, shops, convenience stores, supermarkets, and events. Even competitor beer brands like BrewDog and BRLO volunteered to sell it in their own stores. Sales raised funds for Women for Women International, an NGO that fights for gender equality worldwide.

The Most Illegal Beer generated organic buzz across the globe, earning media coverage and sparking discussions—even in countries with laws broken by the beer, such as Russia, China, Italy, Uruguay, the USA, and Ukraine.

1.68B+ global reach
€3.4M+ in earned media
+4000% increase in brand mentions
+1571% rise in social engagement
+290% increase in online conversations about unequal laws

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