• by Karlene Lukovitz  @KLmarketdaily, April 19, 2019

As a tie-in with its marketing theme of helping people reconnect with nature, organic beer brand Michelob Ultra Pure Gold has created an ad-blocking app that replaces ads with nature photographs.

When users click the nature photo, they’ll be redirected to a site for a nearby park, “making it easier than ever to find ways to get outside and in nature this Earth Day,” says the Anheuser-Busch InBev brand.

The app will be available for download via the Google Chrome store beginning on April 22.

Laundry Service is the creative agency behind the ad blocker.

Pure Gold’s other recent nature-themed efforts have included its ASMR-style Super Bowl ad featuring Zoe Kravitz; an “animal flow”-inspired Oscars ad; and a sunset meditation event during SXSW.