How do we make a beer company a leading voice in climate change? Fat Tire, a beer brand loved by outdoor enthusiasts, had just gotten the title of first Carbon Neutral National Brewery in the US. Now they just needed a powerful way to announce this news & be seen as a leader in the industry. Fat Tire’s growth had been flat for years. Because Fat Tire drinkers have an affinity for the outdoors, we wondered: What if we could connect Fat Tire’s carbon neutral certification to how climate change will make beer ingredients harder to secure?

We launched “The Real Cost of Beer” on International Beer Day, raising prices to $100 for a six-pack at select retailers—the projected cost by 2070 if climate change remains unchecked. And we launched “Drink Sustainably,” a new tagline and initiative anchored bya campaign website, which worked as an open-source platform promoting carbon neutrality and sustainability best practices. This bold campaign, amplified through print ads in The New York Times, digital buys on platforms like NPR and Facebook, and partnerships with like-minded retailers, inspired consumers to vote with their dollars on a more sustainable future.