Michelob Ultra: McEnroe vs McEnroe

Jamie Rutherford, Michael Schonfeld, Chris Daniele

Michelob ULTRA, a light beer brand, launched a campaign in the US to amass 300m earned media impressions, reverse the decline in brand awareness, lift overall brand impression and purchase intent and grow sales year-on-year.

Campaign details

Brand: Michelob Ultra Brand owner: Anheuser-Busch InBev Entrant company: FCB New YorkIdea creation: FCB New York Market: United States Sector: Beer & cider Media channels: Word of mouth, Influencers, KOLs, Events & experiential, Social media, Public relations, Television & Connected TV, Video on demand, Merchandise & free gifts Budget: 500k - 1 million

Executive summary

With a belief that “It’s only worth it if you enjoy it,” Michelob ULTRA developed boundary-breaking innovation to confront the pressures modern athletes face, and remind everyone...

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