Michelob ULTRA Pure Gold is looking to change the beer landscape—to a more organic one.
A member of the Anheuser-Busch family, Pure Gold is the first national beer brand to be USDA-certified organic and the first to use its 60-second spot during the Super Bowl to help provide a solution for farmers looking to transition to organic farmlands.
According to the numbers, less than one percent of America’s farmland is organic, making the change a considerable overhaul for farmers. Through its “6 For 6-Pack” campaign, Michelob ULTRA Pure Gold is helping make the challenge a group effort: For each six-pack sold, a farmer will be able to transition six square feet of farmland to organic.
“There’s an imbalance between consumer preference for organic products and the amount of organic farmland we currently have in the U.S. 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.”
Watch the newly released spot here: