Miller Lite The Good $#!T
Miller Lite The Good $#!T
Miller Lite turned decades of sexist beer ads into fertilizer — literally — to grow hops for women brewers, sparking a national conversation about the role of women in beer.
Miller Lite turned decades of sexist beer ads into fertilizer — literally — to grow hops for women brewers, sparking a national conversation about the role of women in beer.
Client
Miller Lite
Miller Lite
Year
2023
Category
Brand Act │ Social │ PR
Brand Act │ Social │ PR
BACKGROUND
BACKGROUND
Women were the original brewers, from ancient Mesopotamia to colonial America, but were sidelined once beer became profitable. Today, they make up just 2% of brewery owners in the U.S., and their presence has too often been reduced to sexist marketing. Many of those old ads are still sold online.
Women were the original brewers, from ancient Mesopotamia to colonial America, but were sidelined once beer became profitable. Today, they make up just 2% of brewery owners in the U.S., and their presence has too often been reduced to sexist marketing. Many of those old ads are still sold online.
BACKGROUND
Women were the original brewers, from ancient Mesopotamia to colonial America, but were sidelined once beer became profitable. Today, they make up just 2% of brewery owners in the U.S., and their presence has too often been reduced to sexist marketing. Many of those old ads are still sold online.
IDEA
IDEA
To right a century-old wrong, Miller Lite bought as many sexist beer ads as it could find on the internet. The brand shredded and composted them into fertilizer — “Good $#!T” — used to grow hops donated to 200+ independent women brewers. Actor and activist Ilana Glazer fronted the campaign, inviting consumers to send in more sexist ads to be destroyed.
The story quickly spread across major news outlets and ignited debate online — earning thousands of new fans and, naturally, a few vocal critics. Among them? Joe Rogan, Ben Shapiro, and Piers Morgan. (Whispering) Yes.
To right a century-old wrong, Miller Lite bought as many sexist beer ads as it could find on the internet. The brand shredded and composted them into fertilizer — “Good $#!T” — used to grow hops donated to 200+ independent women brewers. Actor and activist Ilana Glazer fronted the campaign, inviting consumers to send in more sexist ads to be destroyed.
The story quickly spread across major news outlets and ignited debate online — earning thousands of new fans and, naturally, a few vocal critics. Among them? Joe Rogan, Ben Shapiro, and Piers Morgan. (Whispering) Yes.
IDEA
To right a century-old wrong, Miller Lite bought as many sexist beer ads as it could find on the internet. The brand shredded and composted them into fertilizer — “Good $#!T” — used to grow hops donated to 200+ independent women brewers. Actor and activist Ilana Glazer fronted the campaign, inviting consumers to send in more sexist ads to be destroyed.
The story quickly spread across major news outlets and ignited debate online — earning thousands of new fans and, naturally, a few vocal critics. Among them? Joe Rogan, Ben Shapiro, and Piers Morgan. (Whispering) Yes.
RESULTS
RESULTS
Dollar sales up 7.2% in launch week (+$3M) — first March growth in 3 years
1.1B total impressions, with 600M organic
$10M+ earned media value
Highest share of premium lights in 3 years
+400% brand affinity increase and 98% positive social sentiment
330K+ beers brewed from “Good $#!T” hops
$60K donated to Pink Boots Society to support female brewers
AWARDS
Cannes Lions - 1x Shortlist
Dollar sales up 7.2% in launch week (+$3M) — first March growth in 3 years
1.1B total impressions, with 600M organic
$10M+ earned media value
Highest share of premium lights in 3 years
+400% brand affinity increase and 98% positive social sentiment
330K+ beers brewed from “Good $#!T” hops
$60K donated to Pink Boots Society to support female brewers
AWARDS
Cannes Lions - 1x Shortlist
RESULTS
Dollar sales up 7.2% in launch week (+$3M) — first March growth in 3 years
1.1B total impressions, with 600M organic
$10M+ earned media value
Highest share of premium lights in 3 years
+400% brand affinity increase and 98% positive social sentiment
330K+ beers brewed from “Good $#!T” hops
$60K donated to Pink Boots Society to support female brewers
AWARDS
Cannes Lions - 1x Shortlist
More Works More Works
More Works More Works
Miller Lite Excuses
Regional Launch │ OOH │ Social
Miller Lite Excuses
Regional Launch │ OOH │ Social
Miller Lite Excuses
Regional Launch │ OOH │ Social
Miller Lite Excuses
Regional Launch │ OOH │ Social
Cruz Blanca
Product Design │ Brand Launch
Cruz Blanca
Product Design │ Brand Launch
Cruz Blanca
Product Design │ Brand Launch
Cruz Blanca
Product Design │ Brand Launch