Budweiser wanted to be a part of one of America’s biggest beer-drinking holidays - St. Patrick’s Day - with a uniquely ownable point of view. So we looked at one of the most time honored traditions of Saint Patrick’s Day - ordering green colored beer.

As a beer brand that had recently committed to 100% renewable (AKA “green”) energy in the, Budweiser felt St Patrick’s Day was the right time and place to bring attention to sustainability.

How? Showing Budweiser was actually the “greenest” of all, by taking their commitment even further to use their renewable energy credits to cover the energy cost of all beers sold on St. Patrick’s Day, making every beer, a “green” beer.

To drive attention toward Budweiser’s sustainable efforts, we knew we’d have to start a different kind of conversation when conversations around beer were happening.

So for St. Patrick’s Day, Budweiser donated their renewable energy credit to offset the brewing cost of every beer sold in the US, making all beer as environmentally friendly as Budweiser, while promoting every beer as truly “green” beer, whatever it looked like, putting exactly what everyone was looking for into their hands in a new light.

Budweiser wanted to inspire and lead America toward a more sustainable future, starting with their commitment to brewing with 100% renewable energy.

But when we found out beer production generates 4778 tons of CO2 in the US each day, we knew we’d need to get America’s attention at a time everyone was paying attention to beer.

And there was no better time than St. Patrick’s Day, when beer sales are well beyond average, and “green” is part of the conversation.

So what did we do? Donate Budweiser’s renewable energy credit to all beers sold on St. Patrick’s Day no matter what they looked like, to put “green” beer in the hands of everyone looking for it, with a newfound (and more sustainable) definition of what it meant, wherever people were looking for it.

Every year in pubs across the globe, St. Patrick’s Day is celebrated with a traditional green-colored beer. But this St. Patrick’s Day, Budweiser celebrated this tradition with beer that was truly “green” by donating renewable energy credits to offset the brewing cost of all beers sold on this day in the U.S.

We kicked off the “Green Beer” campaign with a series of nationwide out-of-home ads with juxtaposing imagery accompanied by body copy that brought our concept of donating our renewable energy to light. From there, we asked fans to share our efforts on social, driving everything toward our website asking other brands to join our 100% renewable energy initiative.

As a result of this campaign, Budweiser offset 4,778 tons of carbon emissions for St. Patrick’s Day and approximately 17,326,027 LBS of beer in the U.S. turned truly “green.”

We generated 440M total PR impressions across 187 media placements in national, regional, ad & sustainability outlets. From a social standpoint, the work drove over 6K social mentions and over 20K engagements over the one-week span of the campaign.