Michelob Ultra: Save It See It

Bruno Steffen, Matias Candia, Fernando Ribeiro

Light beer brand Michelob Ultra harnessed the power of social saves to bring visibility to women's sports and boost consumer sentiment in the US.

Campaign details

Brand: Michelob Ultra Brand owner: Anheuser-Busch InBev Entrant company: GUTIdea creation: GUT Miami Market: United States Sector: Beer & cider Media channels: Online videoBudget: 500k - 1 million

Executive summary

Light beer Michelob Ultra is one of the fastest-growing and most important brands in the AB InBev portfolio, with a 5.5% share of the US beer market and growing annually. [1] It has got to this point through an unlikely route: it is a light beer, low in carbs, sugars and calories,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands