Michelob Ultra, the beer that's redefining the misconceptions of having a balanced lifestyle, has always pushed the narrative of enjoying an active life, as much as a social one; no compromises.

Although the brand has always been committed to motivating people to enjoy and practice sports in Mexico through sponsorships and representation, support has been compromised by a context that ignores more than half of our target audience: women. Alongside other circumstances, this provokes a lack of participation from this group in sports, or any other physical activities (67% of mexican women don't do any physical activities).

Michelob Ultra believes that driving visibility of underrepresented groups in sports

increases investment into the sport, inspires the next generation of minority groups to get involved and raises the bar in sports for all.

So far with this implementation we were able to impact over seven million people with the newspaper audience as well as the OOH, having the deployment just started we are expecting to have all the results consolidated for Q3.