The Drum Awards Festival - Extended Deadline

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Agency: FCB
Date: Jan 2020
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Michelob Ultra Pure Gold has unveiled its highly anticipated Super Bowl commercial. The organic beer’s commercial announces its new '6 For 6-Pack' program which allows consumers to join Michelob Ultra’s mission to help farmers transition to organic. A portion of sales from each purchase of a 6-pack of Michelob Ultra Pure Gold will go directly to farmers looking to transition to organic.

Less than one percent of American farmland is organic, but with more and more people switching to organic food and beverages, the leading organic beer brand recognizes the importance of making organic ingredients accessible.

'6 For 6-Pack' is an evolution of Michelob Ultra’s Contract for Change, an initiative introduced last year which helps farmers who wish to transition to grow organic crops, and will be supported with an integrated 360-degree campaign.

“There’s an imbalance between consumer preference for organic products and the amount of organic farmland we currently have in the US to support this need,” said Azania Andrews, vice-president of marketing, Michelob Ultra. “The future of organic beer relies on more farmers converting to organic; we feel a responsibility to help provide choice and support to those who want to transition, so that together we can help farmers sustain and grow their business and provide consumers the products they want."

“In seeing the real challenges farmers across America face in transitioning their land to be certified organic, we wanted to find a way to help. Now, each 6-pack of Pure Gold gives all of us the opportunity to join the world’s largest brewer in helping make a direct impact on these farmers’ lives. A simple idea that we hope will yield acres of great outcomes,” added Fred Levron, FCB Worldwide creative partner.



Michelob Ultra Pure Gold