The purpose of the study was to examine the Mexican brand's advertising campaign and the effect of femvertising and menvertising strategies on modifying traditional stereotypes and constructing new masculine and feminine identities. A content analysis methodology is used in the study based on the principles of femvertising and menvertising advertising strategies. Results found that the representation of Mexican men assuming responsibili- ty for household and care activities, as well as a narrative that aligns with the new masculine practices that are socially promoted and the feminine representation that continues to be linked to submission and domestic work, from the limitations, social implications, and main contributions of the work, found that there is a small amount of empirical research that discusses the advertising strategies of femvertising and menvertising and their role in the configuration of feminine and masculine identities. The social role of advertising and its influence on modify- ing traditional stereotypes are associated with both men and women, and the construction of identities for both strategies can be considered as Pro-feminist.

Keywords: Advertising, Femvertising, Menvertising, gender stereotypes, masculine and feminine identities.

Suggested citation: Rodríguez, T. M. H., Willoughby, S. H., & Ríos, I. J. S. (2023). The role of ProFem advertising strategies in the construction of new identities. Skyline Business Journal, 19(1), 77- 94.