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Miller Lite has a strong message for beer drinkers, 'There’s no beer without women.' History shows that the first beer brewers were women, yet for years beer brands have alienated this important demographic. Today Miller Lite has rolled out its 'Bad $#!T to Good $#!T' campaign enlisting the help of producer, comedian, and actor Ilana Glazer to help amend the industry’s sexist history of beer marketing and rectify the past. They’re turning the age-old, objectifying beer ads (aka bad $#!T) into good $#!T - literally. Miller Lite is ending the days of dividing women as consumers, objectifying them in their ads, and frankly, putting a lot of bad $#!T out there.
This Women’s History Month, Miller Lite wanted to recognize that without women, there would be no beer,” said Elizabeth Hitch, senior director of marketing for Miller Lite. “To honor this we wanted to acknowledge the missteps in female representation in beer advertising by cleaning up not just our $#!T, but the whole industry’s $#!T while benefiting the future of women and beer.
How Miller Lite are turning objectifying beer ads (aka bad $#!T) into good $#!T!
- Miller Lite has been collecting their (and all of the beer industry’s) sexist ads, displays and posters for months, and hundreds of pieces have already been bought and removed from circulation. We’ve teamed up with producer, comedian and actor Ilana Glazer, to help turn those objectifying beer ads and other bad $#!T into good $#!T - fertilizer that will be used to help female hops farmers grow over 1,000 pounds of hops. These hops will then be donated to over 200 female brewers to make approximately 330,000 beers!
- Miller Lite will also donate over five times the amount it spends to buy back these ads to the Pink Boots Society, including the Canadian chapter, to support women in advancing their careers through brewing education.
- So how can your audience support the cause? They can visit www.millerlite.com/badsht2goodsht to learn how they can join Miller Lite’s movement and turn their bad $#!T into good $#!T too.
Agencies behind Miller Lite Bad $#!T To Good $#!T campaign:
Public Relations: Citizen Relations
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