Miller Lite Turns Sexist Beer Ads Into Fertilizer To Break Down Gender Biases
Miller Lite is continuing to break down the stereotype that beer is a man’s drink by turning old beer advertisements with sexist undertones into fertilizers. The new campaign titled Bad $#!T to Good $#!T is in celebration of Women’s History Month.
The Molson Coors-owned brand has been collecting and buying old advertising material that has divided women as customers and painted them in a degrading light, such as depicting them in scantily-clad clothing.
All collected posters and such will be used for composting to eventually grow over 1,000 pounds of hops, or approximately 330,000 beers. So they quite literally turn bad $#!T into something positive and tasty.
The move also highlights women’s importance in the community, as Miller Lite notes that some of the first people to brew beer in history are women. As such, the brand will donate all the fertilizer to women’s hops framers and brewers.
Adding onto this is the fact that an all-women team led the project. Miller Lite is also donating over five times the amount it spends to buy back all the bad press on women it has put out, and the money will go to the Pink Boots Society to support women advancing their careers.
While this is a solid effort to backtrack past misogynistic views on women, it might take much more than fertilizer to place women on equal footing with men, even when it just comes to drinking beer. Nevertheless, it’s a step in the right direction, and hopefully, more positive change can grow from this.
[via Marketing Dive and AG Daily, cover image via Miller Lite / PR Newswire]
