To spark 100K+ new trials by 2025 by positioning Michelob Ultra as the beer that naturally elevates simple, celebratory moments to encourage Coors Light drinkers to try Michelob Ultra. We designed engaging experiences that smoothly shift purchasing habits without overwhelming consumers by blending the brand’s light, balanced image with culturally relevant touchpoints.
At Yonge-Dundas Square, fans trade their Coors Light for a Michelob Ultra and enter to win NBA tickets—two lucky winners get VIP access. A high-traffic stunt that turns beer loyalty into game-day excitement.
A fridge at Nathan Phillips Square unlocks only when someone places an item weighing 50–70g on the scale. A playful nod to Michelob Ultra’s lightness—and a reward for those who get it just right.
During the fourth quarter of NBA games and the final lap of Formula 1 races, Michelob Ultra is 50% off—promoted on stadium screens and live broadcasts. Perfectly timed to turn peak sports moments into Ultra ones.
A Michelob Ultra-branded balloon floats near the CN Tower, sparking curiosity and social buzz. Light moments, literally lifted.
