Miller Lite Turns Sexist Beer Ads Into Hop Fertilizer

Miller Lite is celebrating Women’s History month by trashing its own sexist advertising history and turning it into what they are calling Good $#!T.

Here’s the deal…

On March 7 Miller Lite launched its colorful  Bad $#!T to Good $#!T campaign, an initiative creating fertilizer made from old sexist beer advertising that will be used to grow hops for female brewers.

To help amend the industry’s sexist history of beer marketing Miller Lite has teamed up with producer, comedian, actor, and undeniable arbiter of good $#!T, Ilana Glazer. And in this new video they’re turning the age-old, objectifying beer ads (Bad $#! T) into good $#!T – literally.

Turning bad $#!T into good $#!T is no easy task, but Miller Lite is committed to their mission. Here’s how it works:

1. Collect the Bad $#!T: Miller Lite has been collecting their (and all of the beer industry’s) outdated, age-old, no-thank-you sexist ads, displays and posters for months. Hundreds of pieces have already been bought and removed from the internet.
2. Convert the Bad $#!T into Good $#!T: They’re turning the bad S#!T into fertilizer (literal good $#!T) that will then be used to help female hops farmers grow over 1,000 pounds of hops
3. Create More Good $#!T:
   1. These hops will then be donated to over 200 female brewers to make approximately 330,000 beers. So yes, some good $#!T.
   2. Miller Lite will also donate over five times the amount it spends to buy back the bad $#!T to the Pink Boots Society* to support women in advancing their careers through brewing education, and to help them put more good $#!T into the world.

“I know women have been erased from building many industries from the ground up, and yet I was still surprised to learn that they were among the first beer brewers in history,” said Ilana Glazer. “After years of treating women like objects, the beer industry has an opportunity to shed more light on just how powerful women’s contribution has been. I’m inspired Miller Lite created the space for this reflection, and I’m proud to play a part in repping this step in the right direction. We really made some good $#! T together!”

“This Women’s History Month, Miller Lite wanted to recognize that without women, there would be no beer,” added Elizabeth Hitch, senior director of marketing for Miller Lite. “To honor this we wanted to acknowledge the missteps in representation of women in beer advertising by cleaning up not just our $#! T, but the whole industry’s $#!T while benefiting the future of women and beer.

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There’s also this…

MILLER LITE CELEBRATES AMERICA’S FORGOTTEN WOMEN BREWERS

(All image credits: Miller Lite)