CLIENT
Anheuser-Busch - ABInBev
Ricardo Marques, VP of Marketing
Marcela Garcia, Senior Director, Michelob ULTRA
Talita Andrade, Senior Director, Michelob ULTRA
Samantha Durrant, Director, Michelob ULTRA
Miles Ritenour, Director, Earned Digital & E-Commerce
Alexis Unwalla, Director, Digital Marketing
Paige Dawes, Senior Director, Michelob ULTRA Seltzer
Gabriela Costa, Senior Director of Insights, Michelob ULTRA
AGENCY
Megan Bundy, SVP, Group Account Director
Gabriel Schmitt, Co-CCO
Samira Ansari, Executive Creative Director
Jamie Rutherford , Strategy Director
Fred Levon, Worldwide Creative Partner
Lex Beltrone, Creative Director
Jay Marsen, Creative Director
MyTran Dang, Associate Creative Director
Matt Everts, Associate Creative Director
Simon Dolsten, Associate Creative Director
Thomas Mori, Associate Creative Director
Ben Grossman, SVP, Group Strategy Director
Ashley Read, Account Director
Michael Aimette, Co-CCO
Joe Labuz, Account Supervisor
Pim Leeuwenkamp, Senior Integrated Producer
Adam Isidore, Director of Integrated Production
Dentsu
3PM Agency
Jones Knowles Ritchie
160over90
SUMMARY
Ever since White Claw Summer, hard seltzers have rocked the alcohol industry. For Anheuser-Busch, the world’s biggest beer brewer, that’s a big problem. So when the brand launched Michelob ULTRA’s hard seltzer, they tackled consumers’ biggest complaint about them: hard seltzers taste fake.
Michelob ULTRA Organic Seltzer brought something real: a seltzer that’s 100% USDA Certified Organic, which means it tastes real, unlike the artificial-tasting competition.
In just 7 months, the brand became a top-3 talked-about seltzer, the brand most recognized as better-for-you, and the biggest gainer in market share.