Fat Tire became the first carbon-neutral beer in America in 2020. To further cement sustainability as the core of their business, the brand wanted a PR-driven campaign highlighting the danger of global warming inaction. Connecting with the environmentally conscious beer drinker, we showed them how the ingredients that grow their beloved beer—hops, water, yeast, and barely—could be significantly harder to grow in a climate-ravaged future.
For phase one, we launched “The Real Cost of Beer,” a print, retail, and social campaign that spiked the price of a Fat Tire six-pack to $100, the projected price in 2070, on International Beer Day. See below for phase two.
Graphic Designer – presentation design, conceptual design
Client: New Belgium Brewing
Agency: Red & Co.
Year: 2020 and 2021
Art Director: Zorica Radovic
Everything led back to drinksustainably.com, a website created to provide numbers and facts and to educate people on what they can do to make a difference.
Site implemented by Consume & Create.
For phase two, Fat Tire created a special release brew, “Torched Earth Ale,” made with smoke-tainted water, dandelions, and drought-resistant grains, the less-than-ideal ingredients that would be their only option in the future without aggressive action to confront the climate crisis.
They also launched “Last Call For Climate,” a tool on drinksustainably.com that called out the Fortune 500 companies that don’t have a climate plan in place and provided a way for people to tweet at them directly and urge them to create one.
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