Michelob Ultra: Making Michelob Ultra famous in eight weeks

Beer brand Michelob used an influencer strategy to grow awareness and sales in Mexico.

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...

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