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This Craft Brewery Invented a Brilliant Edible 6-Pack Holder That Helps Sea Life

Plastic six-pack holders are often a death sentence for marine life. Fish, turtles, otters, birds -- all kinds of seashore- and ocean-dwelling creatures -- are maimed and killed due to the toxic packaging that makes it easy for us to schlep soda and beer. It's nothing to drink to.

We Believers | Youtube

SaltWater Brewery wants to reduce the use of hazardous plastic rings, and it's brewed a brilliant alternative to get the ball rolling -- and to help launch its new Screamin' Reels IPA. The Delray Beach, Fla., craft brewery used beer-brewing byproducts, including barley and wheat pulp, to create a 100 percent biodegradable six-pack ring that marine life can eat.

Related: A Small Business in Montana Just Won $1.5 Million for Ocean Health Technology

Not only is the invention, still in the prototype phase, a brilliant alternative to dangerous plastic rings, it's also a brilliant social entrepreneurship marketing move, a notion not lost on We Believers. That's the New York, N.Y.-based ad agency that helped the brewery design, test and promote the viral campaign.

"We decided to do something to protect marine life and also connect with our primary target -- surfers, fishermen and people who love the sea," a voice says in a heartwarming SaltWater Brewery video highlighting the innovative six-pack rings. To see for yourself, check out the short clip below:

There's a social marketing campaign we can get behind. After all, what's good for the ocean -- and the many creatures who depend on it -- is good for us all.

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