NATURE CALLS

“SURPRISINGLY DELICIOUS” FOODsWINE “BEAR POOP IS THE SURPRISE INGREDIENT IN NEW BEER FOR SUPER BOWL” @ worrenveNt “A RIDICULOUS IDEA” Forbes “STOMACH- CHURNING” NEW YORK POST @ * & Columbia Sportswear Company. THE SUPER BOWL WeghANDE Pte Srgices AT A TAILGATE. ‘ BREWERY, LOCATIONS r COVERED IN SPORTS & CULTURE PODCASTS : 7° “ Siren yet BACKGROUND. How does a brand without a Super Bowl budget break into the Super Bowl conversation? Columbia Sportswear is engineered to make the shittiest parts of nature easier to enjoy - we needed to communicate that message to Americans during the 2026 Super Bowl, without being able to appear in the ad break. So we did what any underdog does when the odds are against them: we played dirty. IDEA. Instead of buying Super Bowl airtime, we launched a Super Bowl beer: ‘Nature Calls’ was a lager made with real American Black Bear poop infused in the brewing water. As well as creating an obvious PR hook, the beer was the ultimate proof of Columbia Sportswear’s brand promise: that we could make any of Nature’s shitty parts enjoyable - even bear shit. Social films, podcast & meme page partnerships, and PR outreach drove people to Columbia.com and Breakside Brewery locations, where they could get their hands on the beer for their Super Bowl parties. And since no Super Bowl beer campaign is complete without a jingle, we created a full length country music track all about bear poop beer - which appeared on radio, our film, socials and everywhere Nature Calls showed up. EheNewdjorkEimes YAhOo! Ypmsn sruPippope ()iUEyahoo/sports @CBS brobible AXIOS A Forbes @iverenv: EARNED MEDIA 17.3M EARNED VIEWS AND LISTENS 4.56B EARNED VALUE AUDIENCE TH BEAR POOP AND WON SUPER BOWL-SIZED ATTENTION . *e NATURE CALLS SONG PLAYED IN FULL ON COUNTRY RADIO RESULTS. Nature Calls earned its way into the Super Bowl conversation and became a national talking point. Despite not being an official Super Bowl ad, Columbia’s campaign was covered across broadcast news and social media = even making it onto The Late Show with Stephen Colbert. Plus, our 2-minute theme song was played in full on country music radio. The campaign generated $19.2 million in earned media and reached an earned audience of 4.56 billion. FOX Gaza AOL WWD roonwne GQ AEWyoRK post og