Campaign details

Brand: Michelob Ultra
Brand owner: Grupo Modelo Mexico
Lead agency: UM
Contributing agencies: Grupo Sicario, Cadreon
Country: Mexico
Industries: Beer & cider
Media channels: Content marketing, Mobile & apps, Online display, Online video, Programmatic display, Radio & audio, Social media, Television
Budget: 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 Mexico, with up to 11 times more budget than Michelob Ultra (Source: Nielsen-IBOPE), and achieve a national awareness rate greater than 15% in four months.

Market background and context