Michelob Ultra: Save It, See It

Bruno Steffen, Matias Candia, Fernando Ribeiro

Michelob ULTRA, a beer brand, promoted gender equality in the world of sport in the USA by leveraging the power of the save button on social media.

Campaign details

Brand: Michelob Ultra Brand owner: Anheuser-Busch InBev Entrant company: GUTIdea creation: GUT Miami Market: United States Sector: Beer & cider Media channels: Word of mouth, Influencers, KOLs, Public relations Budget: 500k - 1 million

Executive summary

Michelob ULTRA is one of the fastest-growing and most important brands in the AB InBev portfolio with 5.5% share of the U.S. beer market and growing annually (Source 4), and it has gotten to this point through an unlikely route: it's a light beer, low in...

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