Super Bowl commercials generally spark discussion in the days following the big game. But this year a couple beer commercials sparked outrage from agriculture.
Bud Light choose to run an entire campaign bragging that it doesn’t use corn syrup as part of its brewing process. And Michelob Ultra’s Pure Gold claimed “pure beer” status because its made with organic grains.
Neither commercial made the farming community very happy. And there were videos posted across social-media platforms of farmers dumping these beverages down the drain (note: I don’t recommend ever wasting alcohol like that..).
Enter Coors Light. The light beer brand was specifically called out by Bud Light for its use of corn syrup. And because Coors Light didn’t even have a Super-Bowl commercial, so there was no big-game response. Instead, it came up with some social-media responses during the game.
But then it decided to take a different approach. Obviously seeing the outrage from ag, it decided to embrace farmers and corn syrup. The “Toast a Farmer” campaign was born.
Coors Light declared February 15th as the National Toast to Farmers Day. The company even produced a commercial highlighting the #ToasttoFarmers campaign and the growers it works with to produce its light beer.
I’m impressed. Coors Light had an option. It could’ve gone down the “no way to corn syrup” path. It could’ve done another free-from campaign. It could’ve bragged about some other beer ingredient or characteristic. But it didn’t.
Instead, it decided to celebrate the farmers it works with to grow all of its ingredients. Coors Light took the high road. And it took farmers down the same road.
I apprecaite the gesture and support, as we all should.