🟨 Miller Lite: There Is No Beer Without Women Literally
How to turn bad s#!t into good s#!t...
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Miller Lite, the lager beer brand has had some ads that were quite sexist since it's been around for almost 50 years.
Did you know women were some of the first beer brewers? However, over time, many in the beer industry, including Miller Lite, pushed away the people who helped create it. How? By objectifying women in their ads
To celebrate Women’s History Month, Miller Lite created the Bad $#!T to Good $#!T campaign. It involved creating fertilizer made from old sexist beer ads, then it will be used to grow hops for women who brew beer.
Miller Lite collected its and other brands’ outdated, old sexist ads, displays and posters for months. It also bought and took down hundreds of these ads from the internet.
The campaign's goal is to acknowledge that the beer industry hasn't fully appreciated women or given them the credit they deserve.
Miller Lite teamed up with actor and comedian, Ilana Glazer to promote it and help fix the sexist way beer has been advertised in the past.
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Bad $#!T to Good $#!T is an example of a PR Campaign. The fertilizer created from the sexist ads (bad $#!T) were used to grow over 1,000 pounds of hops. These hops will be donated to over 200 female brewers to make approximately 330,000 beers.
Though the campaign faced some backlash for being woke, it helped create awareness about the portrayal of women in beer advertising.
🍉 Action Points
Acknowledge the past - Miller Lite's initiative shows that it's important for brands to acknowledge and own up to their past mistakes. By recognizing the sexist undertones in their previous advertising, they showed a commitment to change and progress.
Celebrate women - Did you know that women were among the first brewers of beer? Highlighting this fact not only educates consumers but also celebrates the role of women in the beer industry. It's a great way to connect with audiences who appreciate diversity and inclusivity.
Turn negatives into positives - The "Bad $#!T to Good $#!T" campaign is a brilliant example of turning a negative situation into something positive. By using old sexist ads to create fertilizer for growing hops, Miller Lite is not only making a statement against objectifying women but also contributing to the empowerment of female brewers.
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