Michelob ULTRA: Courtside

Michelob ULTRA, a beer brand, launched a campaign in the US to grow its cultural relevance with younger, urban drinkers.

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

Play games without the fans? Nah, it's impossible. I ain't playing." –LeBron James | March 6, 2020

When COVID-19 sent the 2020 season — and beer...