Last year, Michelob Ultra Pure Gold, Anheuser-Busch’s first USDA-certified organic beer, decided to keep quiet in its Super Bowl spot featuring actress Zoe Kravitz designed to trigger ASMR (autonomous sensory meridian response).
In this year’s 60-second ad, Michelob Ultra Pure Gold is ditching the traditional celebrity-based approach and instead highlighting a new program, the 6-For-6 Pack, to help farmers transition 6 square feet of farmland into an organic pasture. With each six-pack of Michelob Ultra Pure Gold sold, the company promises to donate a portion of the proceeds “directly” to farmers looking to make the switch to organic farming.
“[The 6-For-6 Pack] comes from an idea we’ve actually been thinking about since we started,” said Azania Andrews, vp of marketing at Michelob Ultra. “Less than 1% of farmland is organic. It’s full of risks and uncertainty and something [that] many farmers are not able to do even if they’re interested.”
The ad, created by agency FCB, showcases how consumers can help the brand with its mission to convert existing farmland to organic farming. The same agency assisted in creating a secondary ad for Michelob Ultra, Anheuser-Busch’s nonorganic beer. Andrews said since its launch in February 2018, Michelob Ultra Pure Gold has accounted for $100 million in revenue for the company.
6-for-6 Pack is a full-year program, Andrews said, and will include a full digital campaign, from sharing stories of the farmers the brand’s working with to tracking how much farmland is converted. According to Michelob Ultra Pure Gold, the 6-For-6 Pack program expands on the brand’s Contract for Change program, which gives farmers a premium for transitional and organic barley production for three to six years in an effort to help them transition to organic farming. The program is in partnership with the CCOF foundation, which provides organic certification and training.
Andrews said Michelob Ultra Pure Gold decided to double down on its organic messaging this year based on the response to last year’s ad, which she said was the first time a USDA organic seal was shown during the Super Bowl.
“It was a big deal to have that awareness brought to the organic category at large,” Andrews said. “We’re excited about the response and thought we’d continue the message of Pure Gold and continue the efforts of the industry at large.”
Anheuser-Busch plans on running four 60-second Super Bowl ads, including one introducing the new Bud Light Seltzer. The alcohol giant released its full 60-second ad for Budweiser, a spot challenging stereotypes, earlier this week.
For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2020 Ad Tracker. And join us on the evening of Feb. 2 for the best in-game coverage of the commercials anywhere.
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