Last year, Michelob Ultra Pure Gold, Anheuser-Busch’s first USDA certified organic beer, decided to keep quiet and use actress Zoe Kravitz in its Super Bowl spot 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 six square feet of farmland into an organic pasture. With each sale of a six-pack of Michelob Ultra Pure Gold, the company promises to donate a portion of the proceeds “directly” to farmers, it says, who want to switch over to an organic farmland.
“[The 6-For-6 Pack] comes from an idea we’ve actually been thinking about since we started,” said Azania Andrews, vp, marketing, Michelob Ultra. “Less than 1% of farmland is organic. It’s full of risks and uncertainty and something [that] for many farmers are not able to do even if they’re interested.”
The ad created by agency FCB, showcases how consumers can buy a six-pack of Michelob Ultra Pure Gold and 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 gets converting. 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.