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...