Michelob Ultra: Contract for change

Michelob ULTRA, a beer brand, launched a campaign in the US to generate extra share of voice, change consumer behaviour, fuel sales and improve brand health.

Objectives

Secure Michelob ULTRA Pure Gold's place as America's top organic beer by expanding the supply of organic ingredients to meet growing demand.

With organic exploding in popularity, Anheuser-Busch realized that Michelob ULTRA Pure Gold might become a victim of its own success. Thirst for organic is growing faster than farmers can grow organic ingredients.

The "organic crunch" leads to high prices and frustrated customers. With just 1% of farmland certified organic, Anheuser-Busch had to expand the availability of organic ingredients and secure enough of those goods to sustain Michelob ULTRA Pure Gold's growth in the face of mounting competition....

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