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Michelob ULTRA (Audience (Buyer preferences (Buy as perceive brands to…
Michelob ULTRA
Audience
29-49
Active
Exciting
talk about what we care about
Work life balance
Social
hang with friends
watching the game on Sunday night
be with your family
Healthy
Additional information on product ingredients and nutrition
Raley’s Shelf Guide
minimally processed and nutrient dense
higher standards in mind as consumers’ expectations
saves you time reading labels.
convenient icons with specific product attributes
frictionless experience for determining whether a product meets their needs
Sportive
yoga
swim
tennis
golf
bicycle
Established
Sense of achievement
Buyer preferences
Buy as perceive brands to impact their quality of life
Concerned about what’s in products
Difficult it is for customers to understand product labels
brand
merchandise
tshirt :
marketing
tokens for free/discounted drinks
tasting room
Digital
AR
QR code
coupons
spotify playlist
Cradle-to-Cradle
taglines
it feels good
do it for the cheers
Round-Up for Good
transparent brand strategy
+ROI
explaining the science behind decisions
additional information on product ingredients and nutrition
Calorie Burn Time.
Calorie Breakdown
Nutrition Facts
influence what they buy
Strategy(why we do it?)
wellness
tactics
related wellness brands
Mirror (fitness tech)
Equinox (fitness, gim)
Xponential Fitness (fitness)
fitbit
TALA (athleisure)
intersection of brand authority and cultural trends
partnership
wework
activities
swim
tennis
golf
bicycle
yoga
Beer & active lifestyle
things you love
sense of achievement
watching the game on Sunday night
exciting
talk about what we care about
be with your family
hang with friends
be active
sustainable packaging
History
developed by Adolphus Busch in 1896
2002 introduction of Michelob Ultra
Marketing
engaged in sporting activities
bicycle
rugbi
golf
