How Michelob Ultra’s “Social Athlete” reframed lite beer
On Strategy Showcase
00:00
Intro
This chapter explores Michelob Ultra's unique approach to positioning lite beer as a drink for active, social individuals, shifting the focus away from just calorie count. It also includes an announcement for a live show in New York and a merchandise giveaway of stylish tracksuits.
Play episode from 00:00
Transcript
