What 'Pee in a Busch' Can Teach Marketers About Provocative Sustainability

Krystyn Stowe, Busch's marketing chief, explains the brand's urine-themed Earth Month campaign

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It’s been an up and down year when it comes to beer and bodily orifices.

For Pabst Blue Ribbon, a seemingly impromptu tweet in January about eating ass resulted in the brand manager losing his job.

For Busch Light, however, a tweet about peeing into its beer cans resulted in positive buzz and a steady stream of support for nonprofit One Tree Planted.

Although it was first shared April 1, the “Save a Tree, Pee in a Busch” campaign was no prank.

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