Campaign details
Brand: Michelob UltraBrand owner: Grupo Modelo MexicoLead agency: UMContributing agencies: Grupo Sicario, CadreonCountry: MexicoIndustries: Beer & ciderMedia channels: Content marketing, Mobile & apps, Online display, Online video, Programmatic display, Radio & audio, Social media, TelevisionBudget: 500k - 1 million
Executive summary
Michelob Ultra's challenge was to launch a new low-calorie beer (light) in the biggest beer-exporting country in the world, competing with local brands that have been in the market for more than 90 years, some of them within the Top 10 Media Investment in...