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. For their Club World Cup campaign, I developed the strategic framework that repositioned the tournament not as a hardcore sports event, but as a cultural entry point for the health-conscious, socially active U.S. audience. Instead of leaning on scores and stats, I guided the creative team to highlight lifestyle access points: soccer’s global influence on fashion and as a gateway to international culture.

To bring to life ULTRA’s “active lifestyle” positioning, I established criteria for interactive brand touchpoints that encouraged physical engagement. The result: the Pitchside Club, a dynamic cultural hub that brought soccer’s global energy to casual fans through immersive, movement-driven experiences.