Tag Archives: michelob ultra

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Advertising Spotlight: Michelob ULTRA Inspires People to be Fit and Drink Beer

 

 

 

 

Fastest Growing U.S. Beer Brand Uses Iconic TV Theme Song from "Cheers" to Emphasize the Place of Beer in an Active Life

NEW YORK, Feb. 3, 2017 /PRNewswire/ -- Michelob ULTRA, the fastest growing beer brand in the U.S., today unveiled a new 30-second commercial, titled "Our Bar," that will debut during Super Bowl LI. The spot, developed by FCB Chicago, features real fitness enthusiasts – not actors – doing what they do day-in and day-out: going through a tough workout together and sharing cold beers afterwards to celebrate. The ad also features the iconic theme song from the TV show "Cheers" to underscore the strong social bonds felt every day by members of fitness communities across the country.

"Our Bar" intentionally uses no actors to demonstrate Michelob ULTRA's commitment to supporting and celebrating authentic fitness communities. From training to run clubs to spin classes, "Our Bar" depicts the new social fitness reality that fitness and enjoying beer can go hand in hand: you can work out, and then go out. Exercising together and having a conversation over beers afterwards results in a deep social experience that brings people closer together.

"We recognized that the social lives and beer-drinking occasions of the Michelob ULTRA consumer extend beyond gathering at the bar or at home with friends," said Azania Andrews, vice president, Michelob ULTRA. "Communities forming around fitness activities represent a new type of socializing. 'Our Bar' emphasizes that beer is a part of this new world, grounded in celebrating accomplishments."

In addition to using everyday people in the ad, the brand also brought its commitment to active lifestyles to life this week by hosting the Live ULTRA Pull-Up Challenge in Atlanta and Boston. Men and women were invited on Thursday, February 2, to prove their physical fitness and complete as many pull-ups as they could in 95 seconds – the same number of low calories found in a Michelob ULTRA. The winners from each market are being provided with a VIP trip to Houston for Super Bowl LI.

For information on Michelob ULTRA, visit MichelobULTRA.com or the brand's pages on Facebook, Twitter and Instagram.  To view the commercial in full, visit YouTube.

 

About Anheuser-Busch
For more than 160 years, Anheuser-Busch and its world-class brewmasters have carried on a legacy of brewing America's most-popular beers. Starting with the finest ingredients sourced from Anheuser-Busch's family of growers, every batch is crafted using the same exacting standards and time-honored traditions passed down through generations of proud Anheuser-Busch brewmasters and employees. Best known for its fine American-style lagers, Budweiser and Bud Light, the company's beers lead numerous beer segments and combined hold 47.2 percent share of the U.S. beer market. Anheuser-Busch is the U.S. arm of Anheuser-Busch InBev and operates 14 local breweries, 17 distributorships and 23 agricultural and packaging facilities across the United States, representing a capital investment of more than $15.5 billion. Its flagship brewery remains in St. Louis, Mo., and is among the global company's largest and most technologically capable breweries. Visitor and special beermaster tours are available at its St. Louis and four other Anheuser-Busch breweries. For more information, visit www.anheuser-busch.com.

 

 

 

 

 

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michelobhiking

Industry News: Michelob ULTRA and the American Hiking Society are teaming up to restore trails this fall

 

 

 

A portion of every Michelob ULTRA purchase will help restore 12 trails throughout the US, and Michelob ULTRA drinkers will help decide where.

 

NEW YORK, Sept. 6, 2016 /PRNewswire/ -- Just in time for Labor Day and the fall foliage, Michelob ULTRA is introducing an initiative to help restore running, cycling, and hiking trails which are essential to Michelob ULTRA drinkers' pursuit of an active life. From Sept. 4 through Nov. 26, Michelob ULTRA will be donating a portion of every purchase up to $200,000 to the restoration of 12 trails across the United States.

Partnering with the American Hiking Society for the second straight year, Michelob ULTRA has expanded the program from two trails in 2015 to a total of 12 trails this year. Each of the 12 participating trails will receive $5,000, with Michelob ULTRA drinkers helping to decide which trails receive the remaining funds by visiting michelobULTRA.com/theextramile and voting for their hometown trail.

"Last year we restored two trails, and the community and consumer response was incredible. So we're excited to expand the program this year, with the help of American Hiking Society, to 12 trails." said Joe Lennon, Michelob ULTRA senior director. "We know our consumer loves getting outdoors as part of their active lifestyle, and Michelob ULTRA is committed to ensuring that they have access to well-maintained trails within their communities."

"Michelob ULTRA is truly going the extra mile in support of trails across America," noted Gregory Miller, President of American Hiking Society. "Everyone needs trails to experience the great outdoors and these funds will significantly improve trail access and enjoyment for outdoor enthusiasts in the 12 metropolitan areas."

The 12 participating trails span from coast to coast:

Chicago, IL: Palos Trails
Columbus, OH: The Buckeye Trail
Denver, CO: Herman Gulch Trail
Houston, TX: Spring Creek Nature Trail
Los Angeles, CA: Backbone Trail
Miami-Ft. Lauderdale, FL: The Florida Trail in Big Cypress National Preserve
New Orleans, LA: Woodlands Trail
New York City, NY: Van Cortlandt Park
Orlando-Daytona Beach, FL: The Florida Trail in Little Big Econ State Forest
San Antonio, TX: Joe Johnson Route
San Diego, CA: San Diego River Trail
St. Louis, MO: Ozark Trail

Michelob ULTRA has celebrated active lifestyles since its launch in 2002, making it one of the fastest growing beer in the industry in 2016. With just 95 calories, 2.6g carbohydrates, and an exceptional taste, Michelob ULTRA is the superior light beer.

To support the Go The Extra Mile Fund, purchase any package of Michelob ULTRA then vote for your favorite trail, by visiting michelobULTRA.com/theextramile. For information on Michelob ULTRA, visit MichelobULTRA.com or Michelob ULTRA on Facebook, Twitter and Instagram.

Contact:
Emily Martin
emartin@3pmagency.com

About Anheuser-Busch
For more than 160 years, Anheuser-Busch and its world-class brewmasters have carried on a legacy of brewing America's most-popular beers. Starting with the finest ingredients sourced from Anheuser-Busch's family of growers, every batch is crafted using the same exacting standards and time-honored traditions passed down through generations of proud Anheuser-Busch brewmasters and employees. Best known for its fine American-style lagers, Budweiser and Bud Light, the company's beers lead numerous beer segments and combined hold 47.2 percent share of the U.S. beer market. Anheuser-Busch is the U.S. arm of Anheuser-Busch InBev and operates 14 local breweries, 17 distributorships and 23 agricultural and packaging facilities across the United States, representing a capital investment of more than $15.5 billion. Its flagship brewery remains in St. Louis, Mo., and is among the global company's largest and most technologically capable breweries. Visitor and special beermaster tours are available at its St. Louis and four other Anheuser-Busch breweries. For more information, visit www.anheuser-busch.com.

About American Hiking Society
Founded in 1976, American Hiking Society is the only national, recreation-based nonprofit organization dedicated to promoting and protecting America's hiking trails, their surrounding natural areas and the hiking experience. To learn more about American Hiking Society and its mission and programs, visit www.americanhiking.org or www.facebook.com/AmericanHiking/.

SOURCE Anheuser-Busch

 

 

 

 

 

 

 

 

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Industry News: Michelob ULTRA Urges Fans (and you) to Celebrate the Sport’s Olympics Return

 

 

With golf returning to the Games for the first time in 112 years, Michelob ULTRA is ready to tee up the excitement in Rio to rally fans in celebrating the sport - showing their support for Team USA.

 

To do so, Michelob ULTRA today debuted a unique video (HERE) with a comedic tone featuring pro golfer Scott Langley in action, though in this case, one that shows what it would be like with Scott playing and an animated Brazilian soccer announcer giving the animated play-by-play.

 

For the spot, Michelob ULTRA enlisted Nilson César, a famous Brazillian soccer announcer to narrate the spot in a way that only he could - conveying excitement through his mastery of language, enthusiasm, and words that while normal for soccer, makes us all look at golf in a whole new way.

 

This is all part of Michelob ULTRA’s way of celebrating the return of the sport, as an official sponsor of the PGA Tour and Champions Tour, while simultaneously paying homage to the well-known excitement that host country Brazil has for the beautiful game of soccer.

 

To get in on the fun, Michelob ULTRA is inviting fans to share their best golf shot for a chance to receive their own soccer-inspired video as a parody of the ad. Share your best swings at @MichelobULTRA with the hashtag #ULTRAgolf on Facebook, Twitter and Instagram.

 

 

TRANSLATION OF NARRATION:

He shot from far away! It’s a low one. The lawn is wet. Very wet! Root for it. Look at the goal! Root for it, Brazil! Oh boy, oh boy! Look at the goal! Look at the goal, look at the goal! Oh! Blow it in, Brazil! Push it! Blow it! It’s there, it’s there, its there, it’s there, it’s there! Look at the goal! Look at the goal, look at the goal! Look at the goal! Look at the goal, look at the goal! GOAAAAAL!

 

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Industry News: Michelob ULTRA Is Delivering Consumers More than Just Beer This Summer with a Series of Memorable Outdoor Fitness Experiences for Beer Drinkers

 

This summer, Michelob ULTRA is living up to its “Brewed for Those Who Go the Extra Mile” tag line with the Michelob ULTRA Summer Series. The series will consist of three outdoor fitness challenges with iconic backdrops and unforgettable payoffs for consumers at the finish lines.

 

The series of events will merge what we know ULTRA drinkers love most – and will consist of:

 

  • Michelob ULTRA Miami Paddle – Miami, June 23: Michelob ULTRA will host 100 ULTRA drinkers who are ready to “go the extra mile” to paddle board 1.5miles along the coast and take in views of the Miami skyline before departing on an exclusive sunset boat ride.

 

  • Michelob ULTRA Manhattanhenge Mile – New York City, July 12: Michelob ULTRA will host 200 ULTRA drinkers for a scenic run through New York City on the evening of Manhattanhenge when the setting sun perfectly aligns with the Manhattan street grid, ending with a celebratory rooftop happy hour.

 

  • Michelob ULTRA California Climb – Southern California, mid-August: Michelob ULTRA will host 100 ULTRA drinkers for an exhilarating climb up a beach cliff on the Southern California coast finished with a toast at the summit while enjoying a picturesque sunset.

 

Starting today, people 25-and-over can enter for a chance to participate in Michelob ULTRA Summer Series events with a guest 25-and-over of his or her choice by checking out Michelob ULTRA on Facebook or Twitter and commenting on the contest post with how they “Go the Extra Mile,” using #‎Contest.

 

Some Michelob ULTRA Fun Facts:

 

  • Michelob ULTRA’s 2016 brand platform, “Brewed for Those Who Go the Extra Mile,” was introduced earlier this year in two national TV commercials, “Breathe” and “Get Up.
  • Celebrating the active life has been central to Michelob ULTRA since its launch in 2002. This differentiated positioning has accelerated Michelob ULTRA's growth, making it the fastest growing beer in the industry in 2016.
  • With just 95 calories, 2.6g carbohydrates, and an exceptional taste, Michelob ULTRA is the superior light beer that doesn't undo all the hard work our drinkers put in every day.

 

 

 

 

 

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Industry News: Michelob ULTRA Makes Strong Return to Super Bowl with “Breathe,” Directed by Antoine Fuqua

 

 

 America’s fastest growing beer uses America’s biggest advertising stage to boldly announce its 2016 brand platform: “Brewed for Those Who Go the Extra Mile”

NEW YORK (Feb. 4, 2016) – Michelob ULTRA, the fastest growing beer brand in the country, will lead Anheuser-Busch’s advertising charge on Super Bowl Sunday by airing “Breathe” in the coveted A1 position following kickoff. To set the tone for the game (and ads) to follow, the 30-second spot by FCB Chicago will bring the energy and dedication of the Michelob ULTRA drinker to life through the vision of acclaimed action film director and fitness enthusiast Antoine Fuqua.

“Breathe” highlights the many ways that Michelob ULTRA drinkers put in the effort to live an active, balanced life, in a disruptive, grittier style that people haven’t seen before in the brand’s previous marketing. The spot also debuts Michelob ULTRA’s new tagline and 2016 brand platform, “Brewed for Those Who Go the Extra Mile,” which conveys the idea that enjoying a beer socially and living an active life don’t need to be mutually exclusive. This is the brand’s first Super Bowl appearance since 2010.

 

 

“We know that Michelob ULTRA drinkers exercise regularly and still make time to have a social life,” said Edison Yu, Vice President, Michelob ULTRA. “Doing this isn’t easy, especially with so many other demands, so we made ‘Breathe’ to celebrate those who put in this extra effort and choose a beer that they can enjoy without sabotaging their hard work.”

In addition to “Breathe,” Michelob ULTRA and Antoine Fuqua teamed up for another 30-second spot that will air during the Super Bowl only if the game goes into overtime. This additional high-energy spot will also air throughout the first part of 2016 and be part of an integrated marketing campaign rooted in the effort it takes to live an active, balanced life.

“I love the idea of getting into the head of the everyday athlete—the person who wants to do their best and be their best,” said Fuqua. “I tried to capture this person’s perseverance, resilience, focus, and how Michelob ULTRA fits into their everyday life.”

Celebrating the active life has been central to Michelob ULTRA since its launch in 2002. This differentiated positioning has accelerated Michelob ULTRA’s growth, making it the fastest growing beer in the industry in 2016.  And with just 95 calories, 2.6 carbohydrates, and an exceptional taste, Michelob ULTRA is the superior light beer that doesn’t undo all the hard work our drinkers put in every day.

Fans can follow Michelob ULTRA on Twitter (Twitter.com/MichelobULTRA), Instagram (Instagram.com/MichelobULTRA) and Facebook (Facebook.com/MichelobULTRA).

 

 

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