Michelob Ultra: Cal for Cal

Michelob Ultra, a North American beer brand, created a health-based wellness campaign to increase brand meaning and drive engagement with consumers in Canada.

Campaign details

Brand: Michelob UltraBrand owner: Anheuser-Busch InBevEntrant company: FCB Canada, TorontoMedia: Vizeum Canada, TorontoPR: Veritas Communications, TorontoMarket: North AmericaSector: Beer & ciderMedia channels: Content marketing, Email marketing, Events & experiential, Livestreaming, Online display, Online video, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

As the desire to live active, better-for-you lifestyles increases, people are avoiding the beer category. To prove that Michelob Ultra is not like the other beers, and get on the consideration set for...

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