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There's no beer without women. In fact, women were among the first beer brewers in history. Yet for the years that followed, many in the beer industry (Miller Lite included) … read morealienated the very people who helped create it. How? By dividing women as consumers, objectifying them in their ads, and frankly, putting a lot of bad $#!T out there. Miller Lite teams up with Alma to launch Bad $#!T to Good $#!T, an initiative creating fertiliser made from old sexist beer advertising that will be used to grow hops for female brewers. The beer brand is teaming up with producer, comedian, actor, and undeniable arbiter of good $#!T, Ilana Glazer, to help amend the industry’s sexist history of beer marketing and rectify the past. They’re turning the age-old, objectifying beer ads (aka bad $#!T) into good $#!T - literally. Turning bad $#!T into good $#!T is no easy task, but Miller Lite is committed to their mission. Here’s how it works:
1. Collect the Bad $#!T: Miller Lite has been collecting their (and all of the beer industry’s) outdated, age-old, no-thank-you sexist ads, displays and posters for months. Hundreds of pieces have already been bought and removed from the internet.
2. Convert the Bad $#!T into Good $#!T: They're turning the bad S#!T into fertiliSer (literal good $#!T) that will then be used to help female hops farmers grow over 1,000 pounds of hops
3. Create More Good $#!T: These hops will then be donated to over 200 female brewers to make approximately 330,000 beers. So yes, some good $#!T. Miller Lite will also donate over five times the amount it spends to buy back the bad $#!T to the Pink Boots Society to support women in advancing their careers through brewing education, and to help them put more good $#!T into the world.
read less...Brand Molson Coors
Chief Marketing Officer Michelle St. Jacques
Vice President Sofia Colucci
Marketing Director Elizabeth Hitch
Marketing Manager Kelsey Ott
Agency Alma
Operations Michelle Headley
Director of Production Yeyo Marquez
Producer Mimi Cossio
Producer Rudy Leschhorn
Business Team Candy Cabrera
Business Affairs Manager Rosi Pratts
Account Director Karen Udler
Account Director Jose Hawayek
Account Manager Stephanie Albrecht
Strategy Director Mauricio Cadena
Strategic Planner Felipe Diaz-Arango
Communications Manager Victoria Lutgring
Coordinator Victoria Lutgring
Agency / Creative VOLT
Production
Media Connect
PR ICF Next
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