Empowerment Discourses in the Shaping of Brand Identity from the Insights of Peruvian Women Workers

Traditional advertising has long portrayed women in stereotypical roles like caregivers or desired wives, reinforcing biased social perceptions, while femvertising seeks to challenge these stereotypes by promoting empowerment, gender equality, and inclusion. This study analyzes the contribution of the femvertising narrative to brand identity construction and emotional connection in Cemento Sol’s campaign which aims to give visibility to women’s football in the Peruvian context. Framed within a phenomenological paradigm, with a qualitative approach, it analyses the experiences and perceptions of 17 Peruvian women, aged between 25 and 50, who work in Las Malvinas—the largest commercial emporium in Peru. Semi-structured interviews were employed as the data collection method. The interviewees viewed the campaign as an authentic and empowering effort to challenge gender stereotypes in a male-dominated sector. Its inclusive message, symbolic portrayals of women, and strategic slogan strengthened their connection with the brand. In conclusion, the femvertising narrative in the campaign is positively received for promoting inclusion and empowerment.