Michelob Ultra: Movement
EXPERIENTIAL | INFLUENCER | BRAND PARTNERSHIPS
ROLE: STRATEGY, CREATIVE DIRECTION, COPYWRITING
AGENCY: MOSAIC
THE CHALLENGE:
As the fastest growing beer in Anheuser-Busch’s portfolio, Michelob Ultra needed a relevant experiential platform to recruit new consumers and shed its perception of being the “extreme beer of the Crossfitters”.
THE SOLUTION:
We created Movement: a platform dedicated breaking the conventions of wellness to make it fun and inclusive. Designed for global awareness with local relevancy, Movement partnered with national wellness influencers and local fitness studios to change the belief that being healthy can’t be fun.
As the fastest growing beer in Anheuser-Busch’s portfolio, Michelob Ultra needed a relevant experiential platform to recruit new consumers and shed its perception of being the “extreme beer of the Crossfitters”.
THE SOLUTION:
We created Movement: a platform dedicated breaking the conventions of wellness to make it fun and inclusive. Designed for global awareness with local relevancy, Movement partnered with national wellness influencers and local fitness studios to change the belief that being healthy can’t be fun.
Results
50
SOLD-OUT EVENTS97%
AGREE ULTRA HAS APLACE IN WELLNESS
1.1B
DIGITAL IMPRESSIONS200+
MEDIA PLACEMENTS
AWARDS
CHIEF MARKETER PRO AWARDS: Gold – Best Use of Experiential