THE CHALLENGE

Michelob Ultra is known for its superior light beer and active lifestyle image in Canada. However, awareness isn’t translating into trial. Coors Light drinkers are fiercely loyal to their brand. We needed to give Coors Light drinkers a reason to pick up Michelob Ultra for the very first time.

THE SOLUTION

We tapped into Michelob Ultra’s sporty DNA and Coors Light's social & Chill DNA and reframed Grilling BBQ as the competitive sport our audience is already passionate about. By launching The BBQ Games at Ribfest, we gave active drinkers a new arena to show up, show off, and sip Ultra and put cold cans right into hot hands.

Art Director: Shanygca Newman

Art Director: Chanel Romeo

Account Manager: Jimin Heo