Episode Details
Back to EpisodesHow Michelob Ultra's "Social Athlete" strategy reframed the lite beer category
Season 2
Episode 3
Published 3 years, 11 months ago
Description
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."