Heineken’s new Sparkling Cider, Jillz, was developed for women by women. It all came down to female empowerment and breaking free from limiting social conventions for women, especially regarding female sexuality.
Jillz didn’t target women as housewives, sex kittens, bimbos or bitches, yet as sexual adventurers. By using male eyed candy and a lot of tongue and cheek naughty metaphors, Jillz broke away from the typical female stereotypes.