How Michelob Ultra's "Social Athlete" strategy reframed the lite beer category

John Kenny (then head of planning at FCB Chicago) shared the story behind the distinctive "Social Athlete" label and campaign. Subsequent work from W+K has built on this campaign's original line "It's only worth it if you can enjoy it."

Episode metadata supplied by the publisher feed · Published Jun 23, 2022

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How Michelob Ultra's "Social Athlete" strategy reframed the lite beer category

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