Enhance the premium aesthetic of Michelob Ultra through trade and experiential
A key pillar of our approach will be to articulate the direct benefits to the consumer, this will be achieved through direct, easy-to-understand language and an intentional use of whitespace that maintains the brand's established premium visual identity and tone.
Consuming beer can often seem at odds with an active, healthy lifestyle. To continue shifting this paradigm, our strategy involved designing and building an engaging, fitness-oriented experience. This initiative focused on creating physical touchpoints that seamlessly integrate the brand into active living.
Like the brand, ULTRA FitFest was built on community, offering workouts and training sessions led by relatable trainers, influencers and celebrities. By focusing on participation, positive reinforcement, and real-world activation. We aimed to weave the brand into the narrative of health, moderation, and an active, social lifestyle, demonstrating that enjoying a beer doesn't mean compromising your well-being.
