The subject of this master thesis is an advertising campaign aimed at attracting a female target group by Ožujsko pivo, whose strongest attributes are patriarchy, tradition and national pride. Considering the attributes of Ožujsko pivo and the overall brand of Ožujsko, this goal seems almost impossible. Especially when we consider some of the first impressions from market research that speak to the many reasons for a female target group to not have a preference for Ožujsko pivo. More detailed research shows that the dislike of this beer goes far beyond its taste, into dimensions that go far back into the past and are woven deep into our subconscious. The analyse in this paper showed that one of the strongest links between Ožujsko pivo and the male target group is stereotyping of both genders, which is in today's society that is increasingly intolerant of stereotypes, generally unacceptable, and it is only a matter of time before it will be necessary to completely remove it from brand communication. Analyse of the domestic and foreign competition of Ožujsko shows that this kind of strategy is not an isolated case, but it also shows that some multinational companies have already started thinking of alternative strategies that could guarantee protection from microbreweries, which are quite adaptable to changes in society and women as consumers. The proposed ad campaign is conceptualized in terms of modern sales and marketing, in a way that, through emotional advertising, should capture the attention of the female target group and influence on the increase of trust and connection with the Ožujsko brand, without negatively affecting the current target group. Considering the dominance of Zagrebačka pivovara and Ožujsko pivo in our market, and the fact that as such they have an extraordinary influence on attitudes in society, the implementation of such a campaign imposes a kind of social responsibility.