MICHELOB ULTRA: CLUB WORLD CUP 2025
AGENCY
Momentum Worldwide - 2025
SKILLS
Experiential Strategy
SUMMARY
As the 'active lifestyle' light beer, Michelob Ultra seeks to be compatible with the health conscious and social drinker. As a result, I guided the creative team to make the World Cup accessible to the wide range of fledgling US soccer fans who would likely be experiencing their first major soccer tournament via focusing on the numerous lifestyle access points in the soccer world such as fashion and international culture. Less box scores, more about the overall experience of soccer.
I also had them focus on Michelob’s ‘active’ differentiator by setting criteria for interactive touchpoints that would get our activation attendees moving.
Thus our 'Pitchside Club’ became a soccer lifestyle mecca, where casual fans could engage with the cultural points that makes it an international past time.
