To mark women’s history month, beverage giant Diageo moved towards gender equality by adding a female counterpart to its iconic male mascot, turning Johnnie Walker into Jane Walker. A demonstration of
support for women in business, politics, and culture, and a signal inviting them to drink – supposedly – manly beverages such as scotch. Many commentators, however, take a more cynical view on this supposed act of “feminine empowerment”.

Juan Pena & Richard Casal: “There were a lot of brands changing logos during Women’s Day, but the first one to do so was Johnnie Walker. The iconic whisky brand created the female version of their walking man and it was a PR splash. Even though it also got some negative press, it did light up the conversation for equality and women’s rights.”