Britt Dougherty Biography

Britt Dougherty is taking beer marketing out of the male-dominated dark ages. She leads "Project Luna" at MillerCoors, which aims to remove sexism from the brewer's advertising. That means no more frat-boy jokes and no more barely clothed women pitching beer brands at bars. She articulated her views in March at a MillerCoors distributors meeting where she sought to debunk myths like "if we market to women, then we alienate men." Gender roles are flattening out and "men and women want similar things from brands," she said, according to a transcript. "We've been presenting an old-fashioned version of masculinity," she elaborated in an interview. The new version looks like Coors Light's new "Climb On" campaign, which spotlights men and women in equal measure on equal footing.

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