Michelob Ultra
The Official Beer of Beer League
Winning over Coors Light drinkers by delivering what matters most: cold, free beer, shared in good company.
League Entry Starter Pack
After joining the league, each player gets a starter pack.
Branded cooler, a pack of Michelob Ultra to taste why it’s better than Coors Light, a custom pint glass with baseball-themed progress markings, and Michelob Ultra jerseys to rep their team in style.
The Ultra Moment
Post-Game Celebration
The Michelob Ultra Beer Truck rolls out all season, inviting fans to shop branded hats or grab an ice-cold Ultra. Red ribbon decals under the window, shaped like the Ultra logo, celebrate past beer league champions and make their wins a lasting part of the experience.
Taking cold refreshments a step further with the Ultra Superior Scoop cart: Serving Michelob Ultra beer-infused soft serve.
The Team:
Cailey Bisgould, Amanda Ilardo, Favour Okeugo, Kathleen Karunakaran
My Role:
Art Director
Client:
Michelob Ultra
Big Idea:
The Official Beer of Beer League
The Problem:
Michelob Ultra is perceived as a premium, superior light beer, but it struggles to connect with Coors Light drinkers, who default to brands they find relatable. The target that values cold, free beer and camaraderie over prestige, Ultra’s positioning feels out of touch with their everyday rituals.
Key Insight:
Post-game moments matter more than the competition itself. For beer league players, loyalty is built through shared beers, team pride, and casual celebration. By tapping into these earned moments, Michelob Ultra can build relevance authentically.
