Positive Change - Environmental: Brands
Effective marketing communications that incorporate sustainable strategies can make a positive difference for brands and for the environment.
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2023 GLOBAL GRAND CONTENDER
Contract for Change
When growth of Anheuser-Busch’s first nationally-distributed organic beer– Michelob ULTRA Pure Gold–started to outstrip supply of organic ingredients, we confronted the shocking reality that only 1% of American farmland is organic. And that farm families wanting to go organic were facing insurmountable challenges. Enter Contract for Change, a revolutionary partnership with American growers and consumers that’s already helping 175 farms make the organic transition, is tripling organic barley acreage to allow Pure Gold to grow 25% by 2023, and is actively building a more sustainable agricultural system for all.
Brand:
Michelob ULTRA
Client:
Michelob ULTRA
Agency:
FCB Chicago
Language:
English
2022 GOLD
Contract for Change
When growth of Anheuser-Busch’s first nationally-distributed organic beer– Michelob ULTRA Pure Gold–started to outstrip supply of organic ingredients, we confronted the shocking reality that only 1% of American farmland is organic. And that farm families wanting to go organic were facing insurmountable challenges. Enter Contract for Change, a revolutionary partnership with American growers and consumers that’s already helping 175 farms make the organic transition, is tripling organic barley acreage to allow Pure Gold to grow 25% by 2023, and is actively building a more sustainable agricultural system for all.
Brand:
Michelob ULTRA
Client:
Anheuser-Busch
Agency:
FCB Chicago
Language:
English
2022 SILVER
Skip the Rinse
Household supplies are often very rational, with communications based on performance claims and efficacy. Brands are beginning to recognize the importance of cause marketing, but they haven’t always made a meaningful connection between product and purpose. With #SkiptheRinse, Finish authentically tied its product to a meaningful mission - effectively communicating a powerful formula that led to behavior change while making a meaningful difference toward saving water. Not only did this drive a significant sales increase, Finish was finally able to gain market share and drive brand loyalty like never before.
Brand:
Finish
Client:
Reckitt
Agency:
Havas New York
Language:
English