Pure Gold from ABI is the first USDA-certified organic beer available at mass, made for the modern generation of consumers who enjoy drinking but also pursue overall well-being. With the lion’s share of the market at stake, we needed to launch in the States in a major way.

Our goal was to create a huge and immediate impact in brand recognition and earned media. The Super Bowl was a natural playground to launch and the ideal platform to reach the largest audience in a single setting. But another loud, manifesto film wasn’t going to break through the noise. We needed something unique that drove home the brand’s positioning of reconnecting with nature, as well as cause consumers to lean in and learn about the beer. Utilizing a niche internet trend and a major celebrity, we delivered a sensorial experience to millions of tense viewers at once.

Pure Gold is an organic beer brewed for a modern, wellness-minded consumer. Our research indicated that this is one of the fastest growing segments in the premium beer category.

ASMR is a special meditation technique and wellness trend that has swept the Internet, helping millions of people relax, sleep, and reduce their overall stress levels. ASMR uses subtle audio and visuals cues to create synesthesia where certain triggers physically affect viewers, creating a tingling sensation on the back of the neck to help them relax.

Connecting with nature in any form, from taking a rigorous hike to even just looking a tree, can also lower blood pressure, stress levels and help people relax.

By bridging all these insights together, we created natural connections, using these strategic references to deliver the organic’s brand positioning of reconnecting to nature in the most seamless way possible.

Our target is a modern generation of wellness-minded beer drinkers. So we transformed our media into wellness experiences. We chose the loudest, brashest, unhealthiest moment of the year, the Super Bowl, and turned it into 45 seconds of meditation for 110 million people - to create a media buzz that would last long after the big game ended.

Our Super Bowl film used ASMR, a popular yet quiet and simple technique, to grab people’s attention during the Super Bowl and create a sense of relaxation - if only for a moment - to introduce ABI’s first organic beer for wellness-minded people.

The film also stars Zoë Kravitz, actress and celebrity, whispering at just the right levels and pace to create the Super Bowl’s first ASMR experience. She sits at a desk on a floating platform within a spectacular natural landscape to help reinforce the brand’s positioning of reconnecting with nature.

Even within the longer time frame of media buys, the single strategic purchase of Super Bowl airtime was the biggest opportunity to create the largest impact. That one placement peaked the interest of millions of viewers, causing over 2,400 placements of earned media and over 1.5 billion impressions, sparking conversations across the country about Pure Gold.

We created the biggest launch of an organic beer ever. The public and media response generated 1.5 billion impressions with a 12% increase in household awareness contributing to $50MM in first year sales.