Michelob Ultra: Underpressure

Alejandra Margain

Low-cal beer brand Michelob Ultra started a hard-hitting conversation around wellness to address the sports-related pressures affecting Mexican consumers and stand out in an increasingly busy category.

Campaign details

Brand: Michelob Ultra Brand owner: Grupo Modelo Entrant company: GUTIdea creation: GUT Mexico City Market: Mexico Sector: Beer & cider Media channels: Newspapers, Public relations, Outdoor, Out-of-home, Online video, Social mediaBudget: 1 - 3 million

Executive summary

Michelob Ultra – the challenger brand that redefined the meaning of drinking a low-cal beer in Mexico – needed to find a better way to differentiate itself from recent competitors other than functional benefits. So instead of doing what everyone expected – staying in the...

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