Case Studies
There Is No Beer in the Final Frontier
Busch Light wanted attention for Earth Month. We brought them an astronaut with an unarguable point: you can't drink a beer in space, so we'd better look after the planet where you can.
The Challenge
Earth Month is the most crowded moment in the sustainability calendar. Every brand says something, and almost none of it is remembered. Busch Light needed a way to talk about protecting the planet that sounded like Busch Light -funny, outdoorsy, unpretentious - while supporting a real environmental commitment rather than a gesture.
What We Did
The Hipsetter Group represents Doug Hurley, a retired NASA astronaut who piloted the final Space Shuttle mission and commanded the first crewed SpaceX flight. We saw the fit immediately: an astronaut arguing against space is a genuinely funny premise, and Hurley could make it with an authority no comedian could borrow.
We brought the partnership together, negotiated and structured the agreement, and managed Hurley's involvement through creative, social, and a national media campaign.
Execution
The Case Against Space campaign launched for Earth Month in April 2023, created with The Martin Agency, under a single line: save the Earth to save the beer. It ran across campaign creative, a dedicated site at busch.com/caseagainstspace, a merch collection, and a social contest inviting fans to make their own case for staying on Earth.
For every case of Busch Light sold during April, the brand donated a portion of proceeds to One Tree Planted, with all merchandise profits going to the same organization.
Hipsetter prepared and managed Hurley through the supporting media campaign, including features on Fox News and Fox Business among other outlets, alongside his own social content for the partnership.
Impact
A campaign that got people's attention through humor and spent that attention on reforestation -and a brand partnership where the talent, the science, and the joke were the same thing.