Hasta La Creative!

Shock Top beer is going down the toilet as part of a new cause-marketing campaign in drought-stricken California. The effort, called “Shock the Drought,” includes branded digital advertising urging water conservation, as well as donations to inventors developing water-saving inventions.

The first project involves an innovation called “Drop-A-Brick 2.0,” which is a modern take on the old tactic of putting a brick in a toilet tank to save water. The contemporary version is made from rubber and improves flushing performance, saving an estimated 50 gallons of water per week, according to Shock Top, which is owned by Anheuser-Busch InBev.

The brand is donating $100,000 to Drop-A-Brick, allowing the inventors to automate manufacturing of the bricks, which are presently made by hand, said Ian Montgomery, co-founder of Drop-A-Brick. He recently worked with San Francisco-based agency BarrettSF to create an awareness campaign. “We want to get as many free bricks out into the community as we can,” Mr. Montgomery said.

Continue reading at AdAge.com