Michelob ULTRA's 6 for 6-Pack Campaign Impacts Organic Farmland
Jana Pijak — November 30, 2020 — Eco
References: michelobultra & youtube
Michelob ULTRA's 6 for 6-Pack campaign aired earlier this year during the 2020 Super Bowl LIV event. The campaign aims to help "change America’s organic farmland forever" with ever 6-pack of Michelob ULTRA sold. For every 6-pack of beer sold, the brand will help transform "6 square feet of farmland to organic," encouraging more organic farming practices nation-wide as only 1% of the country's farmland is currently classified as organic.
In addition to helping America's famers switch to organic -- a past challenge that has been described as "monumental" despite of many's desire to be more sustainable -- this campaign also encourages consumers to join forces for a good cause.
The ad speaks about the importance of sustainable farming practices while also showcasing Michelob ULTRA's environmentally conscious brand ethos and dedication to a better world, starting at home.
In addition to helping America's famers switch to organic -- a past challenge that has been described as "monumental" despite of many's desire to be more sustainable -- this campaign also encourages consumers to join forces for a good cause.
The ad speaks about the importance of sustainable farming practices while also showcasing Michelob ULTRA's environmentally conscious brand ethos and dedication to a better world, starting at home.
Trend Themes
1. Organic Farmland Transformation - Michelob ULTRA's 6 for 6-Pack campaign aims to transform America's organic farmland by contributing to the conversion of 6 square feet of farmland to organic with every 6-pack sold.
2. Encouraging Organic Farming Practices - The campaign highlights the need for more organic farming practices nationwide, addressing the current classification of only 1% of the country's farmland as organic.
3. Consumer Engagement for a Cause - The ad encourages consumers to join forces for a good cause, creating an opportunity for brands to connect with consumers through shared values of sustainability and making a positive impact.
Industry Implications
1. Beer - The beer industry can explore ways to support organic farming and promote sustainability through similar initiatives, creating a new market segment for eco-conscious beer enthusiasts.
2. Agriculture - The agriculture industry can benefit from the promotion of organic farming practices and the potential increase in demand for organic produce, driving innovation in sustainable farming techniques and technologies.
3. Advertising - The advertising industry can learn from Michelob ULTRA's campaign to create impactful and purpose-driven advertisements that connect with consumers on a deeper level, driving brand loyalty and social responsibility.
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