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Models in bikinis reminding you to “Find Your Beach” and “Get Some Summer” were once the staple of beer campaigns, but brands like Budweiser, Miller Lite and Heineken have recently diversified their outreach to attract more than just the male gaze.
While the brewers themselves may be moving past sexualized marketing, TikTok users are giving those vintage bikini-clad beer posters that decorate frat houses a modern twist. Women are editing logos onto their beach photos, creating their own personalized ads and sharing their end products on the platform under the hashtag #beerposter, which has nearly 400 million views per TikTok’s count.