At the heart of what Michelob ULTRA stands for is a simple and powerful belief that health and happiness should not be at odds with one another. Michelob ULTRA is the beer that cuts artificial ingredients, carbs and calories, but never enjoyment.
160over90 identified the right fitness and wellness influencers and then gave them beer, demonstrating that health and happiness can co-exist.
Michelob ULTRA enlisted 160over90 to strengthen the brand’s core values with consumers by building a robust army of brand advocates. The ULTRA Ambassadors are a group of individuals who authentically live a fit and fun lifestyle and are influential personalities within the health and wellness space. From monthly content, to developing product innovations, to starring in ad campaigns, the ULTRA Ambassadors are at the center of Michelob ULTRA’s marketing mix to help them achieve their goals.
The Ultra Influencers helped to create new product lines, starred in creative campaigns, and became ambassadors for MOVEMENT, a series of exclusive fitness events.
Sales Increase YoY
Attendees Driven to “Movement by Michelob Ultra” Events