“THAT...WASN'T THE FIRST THING ON YOUR MIND”
Brand
Michelob Ultra
Roll
Art Direction & Design
Michelob ULTRA has always celebrated the active life,
but let's be real: social media bombards us with picture-perfect bodies, pushing us to strive for perfection.
Our fans love sports, and they love Michelob ULTRA's excitement,
but as they pursue fitness, beer feels like the odd one out.
It's not that they're ditching beer altogether.
When they pause, take a moment, and think about it, they often opt for seltzers as a refreshing substitute.
Surprisingly, though, beer is still the first drink that comes to people's minds.
Especially after a workout.
We've developed eye-catching visuals with a "caught-in-the-act" style for our out-of-home (OOH) campaign,
featuring Michelob ULTRA in the fridge, akin to a player in the dugout.
We're reaching out to sports fans who used to love Michelob ULTRA but have shifted away from beer.
We're asking them if their current drink choice is their immediate preference
while reminding them that it's only worth it if they truly enjoy it.
We've strategically placed these visuals in sports-centric spots like gyms,
where active individuals hang out the most.
Our goal?
Remind them about Michelob ULTRA chilling in their fridge and win back our spot as their top pick.
After all, with its low calories, Michelob ULTRA is the perfect choice.
