Miller Lite - "Beer "

Alma

Alma Coconut Grove, United States

223

Title	Beer
Agency	Alma
Campaign	Bad $#!T to Good $#!T
Advertiser	MillerCoors LLC
Brand	Miller Lite
Date of First Broadcast/Publication	2023 / 3
Business Sector	Beverages
Story	Through the years, a lot of beer advertising has been outrageously sexist, objectifying and demeaning women with a focus on bikini-clad beach bods and obnoxious party jiggling. To some extent, of course, that describes much of marketing's history, regardless of the product category. But brewers have been especially culpable—a fact that Miller Lite (guilty as the rest) seeks to address in a campaign timed to Women's History Month. Themed "Bad $#!T to Good $#!T," the work from Alma invites consumers to donate "old sexist beer advertising" for conversion into fertilizer. The resulting $#!T will be used to grown hops for female brewers. Comedian Ilana Glazer breaks it down, explaining the historically important role women have played in brewing, and why it's centuries past time they got their due
Media Type	Digital
Length	90 seconds
Chief Creative Officer	Ari Weiss
Chief Creative Officer	Alvar Suñol
Executive Creative Director	Jorge Murillo
Executive Creative Director	Christian Liu
Associate Creative Director	Martin DeFerrari
Associate Creative Director	Vanessa Castaneda
Copywriter	Raquel Chisholm
Producer	Rudy Leschhorn
Director	Pete Marquis
Associate Creative Director	Maia Swift
Associate Creative Director	Luis Nunez
Director	Yeyo Marquez
Producer	Mimi Cossio