Miller Lite The Good $#!T
Miller Lite The Good $#!T
Beer once reduced women to objects.
We turned that into something useful.
Beer once reduced women to objects.
We turned that into something useful.
Client
Miller Lite
Miller Lite
Year
2023
Category
Brand Act │ Social │ PR
Brand Act │ Social │ PR
BACKGROUND
BACKGROUND
Women were among the first brewers in history. But as beer became a business, they were pushed out — and often reduced to sexist advertising.
Today, they represent just 2% of brewery owners in the U.S., while decades of those ads still circulate — collected, sold, and celebrated online.
Women were among the first brewers in history. But as beer became a business, they were pushed out — and often reduced to sexist advertising.
Today, they represent just 2% of brewery owners in the U.S., while decades of those ads still circulate — collected, sold, and celebrated online.
BACKGROUND
Women were among the first brewers in history. But as beer became a business, they were pushed out — and often reduced to sexist advertising.
Today, they represent just 2% of brewery owners in the U.S., while decades of those ads still circulate — collected, sold, and celebrated online.
IDEA
IDEA
Turn the past into something better.
We tracked down and purchased vintage sexist beer ads from across the internet — not to preserve them, but to destroy them.
The ads were shredded and composted into fertilizer — “Good $#!T” — used to grow hops donated to over 200 women brewers across the country.
Led by Ilana Glazer, the campaign invited people to send in more ads to be transformed, turning participation into progress.
The idea didn’t just live in the product — it sparked a broader cultural conversation about the role of women in beer, drawing both strong support and public debate.
Turn the past into something better.
We tracked down and purchased vintage sexist beer ads from across the internet — not to preserve them, but to destroy them.
The ads were shredded and composted into fertilizer — “Good $#!T” — used to grow hops donated to over 200 women brewers across the country.
Led by Ilana Glazer, the campaign invited people to send in more ads to be transformed, turning participation into progress.
The idea didn’t just live in the product — it sparked a broader cultural conversation about the role of women in beer, drawing both strong support and public debate.
IDEA
Turn the past into something better.
We tracked down and purchased vintage sexist beer ads from across the internet — not to preserve them, but to destroy them.
The ads were shredded and composted into fertilizer — “Good $#!T” — used to grow hops donated to over 200 women brewers across the country.
Led by Ilana Glazer, the campaign invited people to send in more ads to be transformed, turning participation into progress.
The idea didn’t just live in the product — it sparked a broader cultural conversation about the role of women in beer, drawing both strong support and public debate.
RESULTS
RESULTS
+7.2% dollar sales in launch week (+$3M), marking the first March growth in 3 years
1.1B total impressions, including 600M organic
$10M+ in earned media value
Highest share of premium lights in 3 years
+400% increase in brand affinity with 98% positive sentiment
330K+ beers brewed using “Good $#!T” hops
$60K donated to support women brewers through the Pink Boots Society
AWARDS
Cannes Lions - 1x Shortlist
+7.2% dollar sales in launch week (+$3M), marking the first March growth in 3 years
1.1B total impressions, including 600M organic
$10M+ in earned media value
Highest share of premium lights in 3 years
+400% increase in brand affinity with 98% positive sentiment
330K+ beers brewed using “Good $#!T” hops
$60K donated to support women brewers through the Pink Boots Society
AWARDS
Cannes Lions - 1x Shortlist
RESULTS
+7.2% dollar sales in launch week (+$3M), marking the first March growth in 3 years
1.1B total impressions, including 600M organic
$10M+ in earned media value
Highest share of premium lights in 3 years
+400% increase in brand affinity with 98% positive sentiment
330K+ beers brewed using “Good $#!T” hops
$60K donated to support women brewers through the Pink Boots Society
AWARDS
Cannes Lions - 1x Shortlist
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