Dulce de leche is Argentinian in its roots, translated, its name means “sweet from milk”. It is made by boiling large quantities of vanilla-flavored milk and sugar. In 2016 two brothers founded DDL & CO to offer traditional Dulce de Leche produced by local producers using artisanal methods. For their first advertising campaign, they wanted to find something new that had never been done before. So they addressed the issue of gender pay gap in Argentina by making the bill with a woman’s face on it worth 27% more than the one with a man’s face on it, addressing the fact that women are paid 27% less than men for the exact same work.
"The equality bill" Argentina has two different 100 pesos bills: one portraying a man (Julio Roca), the other portraying a woman. This last one is the only bill featuring a woman in Argentina’s history. And not any woman: Evita Perón, someone who’s remembered for fighting inequality between sexes. As Women’s Day was approaching, we came up with the idea of raising awareness about the gender pay gap by making the bill with a woman’s face on it worth 27% more than the one with a man’s face on it, meaning while Roca’s bills were worth 100 pesos, Evita’s bills were worth 127. This way customers who bought DDL&Co’s products could fee, in a tangible way, the injustice of gender pay gap.