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Campaign to boycott (Anheuser-Busch) Bud Light Lime T.H.O.T Juice

thotjuiceAnheuser-Busch, has committed more than 930 million dollars in National advertising campaigns and when Elmont Online learned of its "BudLight Lime T.H.O.T." campaign we reached out to two Elmont organizations Girls Pride and Women L.E.A.P. for comment.

The urban dictionary defines the word T.H.O.T as meaning THAT HOE OVER THERE!  This urban slang, according to the urban dictionary, originated from Chicago and made popular by rapper Chief Keef.  Bud Light Lime's current marketing and advertising campaign is attempting to appeal to urban communities by branding their new alcoholic beverage as T.H.O.T JUICE, with flavors in Lime-A-Rita, Straw-BER-Rita, etc.

In addition to the use of a derogatory word or acronym to describe women, the marketing campaign targets young children who are drawn in by the term juice and the sweet enticing flavors advertised.

"Bud Light Lime is conditioning our young boys and men to perpetuate stereotypes and crimes against women by promoting a product that finds it acceptable to demean women by calling them hoes", says Elmont resident and Project Director of Girls PRIDE (Providing Resources for Improvement Dignity and Empowerment), Tammie Williams. "I was shocked when a community resident told me about a drink geared towards young people called T.H.O.T Juice. He was very upset and feared the negative impact this drink can have on young women, who already are labeled and demeaned every day."

Monique Hardial, founder of Women Leading Empowering and Advocating for Progressive Change in their Community (Women L.E.A.P) asks "that you stand up for women's rights and stop the sexual exploitation and degradation of women in the media, music and advertisements! SIGN our petition and let's stop the attack on our young girls and women."

In an open letter to the community Ms Williams and Ms Hardial says, "Gender inequality is inherent within the structure of major social institutions.  As consumers, women contribute the most to the American economy, yet the media, music, and advertisements play roles in the sexist and demeaning ways we think about and treat women—all to appease men.  We hear it in song lyrics, watch it on TV, and view it on social media.  As a result of our interviews with young women, these images convey powerful messages about women’s roles, their sexual and gender identities, and their self-concepts.  Images of women conveyed by the dominant culture are often based on distortions and stereotypes that legitimize the status quo. At the same time they falsely represent the actual experiences of women in society. Disadvantaged or marginalized or even oppressed girls and women are further oppressed by lack of exposure to possibilities and lack of support and resources. The girls targeted are at higher risk of falling off track, especially when faced with the pressures to fit the mold of a certain type of woman."

Ms. Williams along with her colleague, Monique Hardial, work side-by-side with Girls PRIDE to empower girls and women to become active participants in the civic engagement process and go into roles of leadership within government and corporations.  Together they are committed to ending the destructive practices of sexual exploitation of vulnerable populations and the perpetuation of gender stereotypes and sexual assaults against women.

 

Last Updated ( Tuesday, 06 May 2014 09:45 )  

Comments   

 
+1 # Tammie Williams 2014-05-10 08:14
"Dear Ms. Williams,

The derogatory depiction you referenced in your letter is absolutely against everything Anheuser-Busch believes in and stands for. We’ve looked into your complaint, and this was an unauthorized action taken by a single Anheuser-Busch distributor. We have taken immediate action to remove all signage, reprimanded the employee responsible and have reminded employees that this behavior is unacceptable. Because we share your vision of treating all people with respect, we regret that this ever occurred and apologize for this mistake.

Thank you for bringing this to our attention.

Sincerely,

Jennifer

Your Friend at Anheuser-Busch"
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