It’s not every day a brand, much less a beverage brand, creates an ad where someone pees into its product—even if empty. But Busch, and creative shop The Martin Agency, based in Richmond, felt the move would rise above the typically bland messages of sustainability that most marketers prepare around Earth Day, reports Adweek.

For Busch Light, however, continues Adweek, “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. It’s a real Earth Month promotion, and fans can actually buy the brand’s Pee in a Busch kit, which includes a funnel designed for people with any anatomy to use when they need to deposit their urine into a (hopefully finished) can of Busch,” adds Adweek,

More here.