Michelob ULTRA: From a commodity to a lifestyle brand

Background: Michelob ULTRA was looking to go from a commoditized light beer defined by calories and carbs after sports, to a modern lifestyle brand for active people - and for a new lead agency.

Key Insight & Strategy: We took the beer from a restrictive low-carb & calorie diet beer to a popular active lifestyle choice because the target is social and active - so everything was based on what this person would do and where the brand fit into their life - a more social and less intense feel. These consumers could have it all and not sacrifice. This led to a sleek re-brand, active lifestyle partnerships, on-premise activations and elevation of the brand through influencers and celebrities, as well as several popular Super Bowl spots to follow.

Results: I led the cross-functional agency pitch across FCB Chicago & Canada to win this business and then went on to run the account as the integrated business lead and re-position the brand to 23.6% YOY growth in 2017 & beyond.