Making carbon neutrality newsworthy.
Fat Tire recently became the first ever carbon neutral beer in America. To mark this milestone the brand asked us to create a PR-driven idea that highlights their environmental stewardship. Due to carbon pollution, crops that make beer will be harder to grow and make the cost of beer significantly higher over time. The print, social and retail campaign rolled out on International Beer Day by increasing the prices of Fat Tire to the projected 2070 price of $100 for a six-pack at select retailers.
Client:
New Belgium Brewing
Agency:
Red & Co
Role:
Concept & Art Direction
The campaign links back to DrinkSustainably.com which breaks down the numbers, gives consumers insights into their sustainability work and how they themselves can make a difference.
