American Coalition for Ethanol

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About ACE and Astronaut

In its 30 years representing the people and communities of the ethanol industry, the American Coalition for Ethanol’s promotion of renewable fuel has often meant educating policy makers, battling consumer misperception and fighting outright duplicity from its main opposition, the petroleum industry. Like others in the category, ACE had almost exclusively deployed facts and science to change perception, with marginal success. Astronaut helped ACE break free of a strictly rational approach to promoting ethanol with a new brand that enshrines the human beings at the center of their effort.

Given that it represents what it calls the “grassroots” of ethanol — the individuals, families and communities who own and operate around 85 percent of ethanol plants in the US — ACE has a special claim to the story of perseverance and hope among the small, scrappy innovators in the heartland and big city. Astronaut leveraged the group’s most compelling asset: the grit of the ordinary men and women from all corners of the country who carved out this industry. The objective was to inspire, not simply educate, through “Power by People.”

  • Client: American Coalition for Ethanol
  • Industry: Renewable Fuel & Chemistry/Agriculture
  • Services: Strategy, brand relaunch, design, print, digital, advertising, video

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