How Michelob Ultra’s “Social Athlete” reframed lite beer

Discover how Michelob Ultra flipped the script on light beer by branding it for the 'social athlete.' The discussion dives into the brand's transformation and innovative strategies that resonate with health-conscious drinkers. Explore the controversial yet captivating advertising choices that blend fitness and beer enjoyment. Learn about the evolving landscape of beer branding, emphasizing consumer identity and lifestyle alignment, as well as the value of flexibility and creativity in marketing approaches.