How Michelob Ultra's "Social Athlete" strategy reframed t...

What this episode covers

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."

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How long is this episode of On Strategy Showcase?

This episode is 48 minutes long.

When was this On Strategy Showcase episode published?

This episode was published on June 23, 2022.

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