Michelob Ultra –the beer brand that has redefined the meaning of drinking a low-cal beer in Mexico – needed to find a better way to differentiate itself from recent competitors other than functional benefits. So instead of doing what everyone expected -staying in the calorie count lane- Michelob Ultra decided it was time to challenge the norm (again) and talk about real issues affecting their consumers through its brand purpose.

"Redefining wellness misconceptions" for Michelob Ultra means questioning society's supposed rules to follow to be healthy; perfect discipline, sacrificing everything, no rest, no failures, no indulgence, no enjoyment (ergo, no beer). When it comes to wellness culture in the country, there's much stigma around what you can or can't do, so your journey toward wellness is validated. We decided to challenge that.

In 2022 we realized that our consumers weren't the only ones suffering the pressure of a toxic culture; athletes were too. Since we know that our target is particularly passionate and inspired by them (50% of our target follows athletes, 42% watch sports, and 49% play sports), we knew that to make a true impact, they had to be our allies. Under Pressure is a campaign created to shed light on how harmful pressure can be on their shoulders and remind everyone that in the pursuit of wellness, "it's only worth it if you enjoy it."

First, we questioned the problem.

Memo Ochoa, Arantxa Chavez, and Isaac Nuñez displayed how heavy social media, press, and brands' pressure can be on their shoulders. Making strategic collaborations with the most prominent national newspapers (El Universal, Milenio, and Reforma) and the most influential television stations in Latin America (Televisa and TvAzteca) while invading public spaces of key cities in Mexico with our campaign helped us spread the message.

Then, we stirred up the conversation.

We took a closer look at how brands have been feeding the problem. Challenging sports brands' slogans in digital media, the streets alongside our hero film reminded us that sometimes the "impossible is impossible" and you don't have to "just do it." Thirteen athletes lit the conversation on fire, posting their versions of "anti-slogans" on social media.

Finally, we instituted enjoyment as a new standard

External media and digital content showed the most human side of athletes taking a stand for enjoyment. The executions gave prominence to our product as a pressure reliever and our brand claim as a new mantra: "It's only worth it if you enjoy it."

Thanks to this, we shooked México's (and Latam's) main media channels and newspapers, reaching more than 80M people with 86% media attention. We started conversations through social media by partnering up with the most prominent athletes in the country. We proposed a new norm in sports culture, increasing 36% sales volume relying on our brand purpose: "redefining the misconceptions of wellness."