Read the full story at Marketing Dive.
Miller Lite is pledging to turn past sexist beer ads into fertilizer as part of a campaign running around Women’s History Month, according to a press release.
The Molson Coors brand has been busy buying up old marketing materials off the internet with the aim of converting them into compost that can be used to make fertilizer. The end product will be donated to women hops farmers, while the hops grown from the recycled materials will be sent to women brewers.
To spread word of the “Bad $#!T to Good $#!T” initiative, Miller Lite partnered with comedian Ilana Glazer, who explains the concept behind the campaign in a new video. Miller Lite joins other beer marketers in reckoning with prior marketing strategies that have largely ignored or objectified women.
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