In 2021, Michelob ULTRA Pure Gold became the first nationally available beer to be brewed using 100% renewable solar electricity. We wanted to celebrate this commitment & released a full 360 plan to make sure our consumers knew that the sun was our new brewing partner.
With so many brands entering the better world space, it can be tough to cut through the clutter and truly stand out, even when you have a truly impactful initiative. We know our consumers want sustainable products, but how could we let them know about our new commitment in a way that would really stick with them?
Consumers care about sustainability and sustainable products. But with all the clutter and confusing commitments, it can be hard for brands to stand out and truly resonate with consumers.
To maximize the reach of our new commitment, we leveraged every tool in our box to educate consumers. To start, we partnered with Colombia’s reggaeton icon, Maluma. Known for his iconic collaborations, we asked him to announce our solar commitment by duetting with the biggest star of them all, the sun. By creating the first song to feature the sound of the sun & releasing it like a real record, we helped drive awareness and conversation around our commitment to solar brewing
Second, we stamped our ‘Powered By The Sun’ message on every package, so drinkers knew exactly who our new brewing partner was. Featured on both primary and secondary packs, our new logo will be part of our packaging for years to come.
After Earth Day, TV, E-comm and OOH assets continued to reach new audiences and drive awareness of our message. We worked with national and local media partners to ensure our assets got in front of as many consumers as possible.
With PR and Earned impressions exceeding benchmarks, we successfully informed beer drinkers that there is a sustainable option out there & cut through all the clutter in a truly memorable way.
368M PR Impressions (123% of our goal)
86M Earned Impressions (2x our Target)
44M Social Mentions
2,500 Metric Tons of Carbon Dioxide Reduction
Over 25M streams of this song on Spotify and YouTube
