Michelob ULTRA: As Real As It Tastes

Michelob ULTRA Organic Seltzer, an alcoholic brand, launched a campaign in the US to drive consideration and trial, and establish mental availability.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Ever since 'White Claw Summer', hard seltzers have rocked the alcohol industry. For Anheuser-Busch, the world's biggest beer brewer, that's a big...