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 problem and opportunity. Which is why, when the brand launched Michelob ULTRA's hard seltzer, we tackled consumers' biggest complaint about them: Hard seltzers taste fake.

First, we identified a growth audience no-one was speaking to — affluent drinkers looking for a real-tasting, lower carb/lower sugar option. Then we identified a motivating product truth: Michelob ULTRA Organic Seltzer has no artificial flavoring and is USDA Certified...

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