Michelob ULTRA is building on their strategy of sport enjoyment. Recently the brand has started sponsoring marathons with the objective of targeting one of its most consolidated communities: runners. To announce its partnership with the Cancun Half Marathon Michelob ULTRA wanted to attract more runners to be part of it and position itself as the perfect beer for runners. So we did it in the most eye-catching way possible.

The idea portrays runners at marathons from all over the world. They’re giving it their all; we see their knees getting weak, some are falling to the ground, others even need help to stand up and walk. It has a great similarity to when people drink too much alcohol. But the only thing they had too much of is the joy of running. The campaign plays with this resemblance and closes with the tagline: “Marathons are our kind of party”, referring to this as the activity runners enjoy the most. Reinforcing and amplifying the brand's message of “It’s only worth it when you enjoy it”.

Michelob ULTRA, the popular low-calorie beer brand, is the beer runners choose because it’s a healthier alternative to regular beer. Today it has already become a favorite among fitness enthusiasts and health-conscious consumers.

So, as we started sponsoring marathons, we wanted to go all in by showing an insight that unites two worlds that are really apart.

The film depicts footage of runners at marathons from all over the world. They’re giving it their all; we see their knees getting weak, some are falling to the ground, others even need help to stand up and walk. It has a great similarity to when people drink too much alcohol. But the only thing they had too much of is the joy of running. The film plays with this resemblance and closes with the tagline: “Marathons are our kind of party”, referring to this as the activity runners enjoy the most.

89% Brand awareness

80% of the target audience reached in Mexico.

64% More people signed up in comparison to the 2022 edition making the registrations sold out.

77% Positive brand sentiment.